IL­LUS­TRA­TIVE CUT-THROUGH

Computer Arts - - Showcase - by Mof­fitt.Mof­fitt www.mof­fittmof­fitt.com

Syd­ney-based stu­dio Mof­fitt.Mof­fitt was asked to name, brand and mar­ket One Hun­dred Broad­way, a set of new com­mer­cial workspaces of­fer­ing flex­i­ble and cre­ative ways of work­ing, in­side an in­no­va­tive new busi­ness hub precinct built by ar­chi­tec­tural firm Frasers Prop­erty Aus­tralia. “The brand mark is a ref­er­ence point for the curved lay­ers of the build­ing design by Foster + Part­ners,” ex­plains founder and di­rec­tor An­drew Mof­fitt.

The stu­dio also com­mis­sioned a suite of il­lus­tra­tions by Steve Scott to cap­ture ev­ery­day mo­ments of life in and around the new build­ing. The aim was to high­light that a work­place is as much about liv­ing as it is about work­ing.

“Their in­stant charm and ap­proach­able char­ac­ter gave the project in­stant cut through – set­ting it apart from the stock im­agery world of com­mer­cial prop­erty mar­ket­ing,” says Mof­fitt.

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