1010 Digital Harbour
Integrated branding for the landmark technology building.
The address was no accident. 1010 Latrobe Street Digital Harbour was lobbied and fought for. This is the place for the technology building. A digital meme locked into the location.
The Technology Building's facades play with digital noise and optical illusion so it was vital that we design the landmark signage to match.
101011010 – binary code, a pattern, a geometry, on off on off. We brutally reduced the letter forms down to their simplest forms to maximise the possibilities of interpretation.
We spaced the numbers to match the "on-off" pattern on the building. Placing the zeros on the white panels brings attention to the centre of the letter bringing a subtle "owl like" charm to the design.
At night the sign slowly brightens and dims as though this futuristic digital workstation is telling the city it is in sleep mode.