120 Spencer is set to become a magnetic destination that positively contributes to the future of Melbourne. The brief was to create a typeface that brought to life Melbourne’s cool, unpretentious edge with an aesthetic that is vibrant, distinct and engaging.
A unique cubic word-mark created the basis for a typeface that would allow for creative play and and a diversity of applications. It communicates the building’s position as a place where strong ideas and big ambitions take hold. Where game-changers and powerhouses-to-be get their start - and their inspiration - and brings to life the space’s creative, commercial and ambitious characteristics.
The creative was well received by the client and the market.