Encore - Grenade Studio

ENCORE
ARTFULLY APPOINTED

SECTOR

Commercial

CLIENT

Monno

LOCATION

Cremorne, VIC

COLLABORATORS

Architecture

Fieldwork

Interiors

MIM Design

Illustrations

David Chatfield

SCOPE

Brand Strategy
Naming & Identity
Brand Development
Art Direction
Brand Imagery
Print & Digital Media
Website
Sales Campaign

PROJECT OVERVIEW

Upon securing a heritage building in Cremorne, the esteemed developer Monno embarked on a dual mission: to attract prominent businesses to a fresh commercial locale and concurrently uplift their client’s image. Recognising the paramount importance of location in the realm of commercial properties, this endeavor entailed transforming the perception of Cremorne from an industrial hub into a white-collar haven.

Dubbed Encore, the project’s name carried a nuanced significance. It not only paid homage to the building’s history as a sound recording studio, specifically Sing Sing Studio, but also symbolised the opportunity for a magnificent resurgence through the ingenious design crafted by Fieldwork and MIM Design.

Just as Sing Sing Studio had hosted a plethora of renowned local and international artists since the early 1980s — luminaries like The Black Eyed Peas, Elvis Costello, KISS, Lady Gaga, Jimmy Barnes, Midnight Oil, and Powderfinger among its prestigious clientele — Encore aimed to create an environment where creativity and success converge.

BRAND DEVELOPMENT

The creative concept seamlessly extended further, presenting a contemporary workspace that harmoniously merged time-honored methodologies with the aspirations of a new era. Encore’s brand identity and materials were meticulously tailored to resonate with its intended audience, culminating in the entire premises being swiftly acquired prior to its official market launch.

BRAND ILLUSTRATIONS

Tasked with encapsulating the very essence of Cremorne’s distinct character and the unique personalities that define Melbourne, the accomplished Australian cartoonist and illustrator, Jason Chatfield, emerged as the chosen artist. In this specific undertaking, Chatfield’s artistic expertise seamlessly intertwines with the essence of Cremorne, resulting in a collection of playful illustrations that skillfully mirror the area’s demeanor and the dynamic personas that characterise Melbourne.