Grosz Co. Lab talk us through their recent work

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Published:  October 6, 2014
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Melbourne-based Grosz. Co Lab, have been breaking a sweat over a cluster of different projects this year, from commissions for the paper penchants at BJ Ball to a playful social network for Girl Guides Victoria. Creative director, Laura Camilleri, (who recently contributed to our 10 Logo Commandments) spoke to us about the latest creations to escape from the studio:

ASCUI & CO. ARCHITECTS

A concept, which Laura describes as “anchored in ‘process and possibility’” resulted in the creation of this cohesive but flexible identity system for the newly renamed Ascui & Co. Architects.

“We love to develop identities that encourage a client’s contribution and experimentation. The morphing sequence we created was developed with the future view of their own expressive and experimental use of the visual language in mind. A supportive colour palette was inspired by suites of what we refer to as ‘temperatures’ rather than colours. These are seen as interchangeable, dynamic and not anchored in a system of rigid rules.”

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Print colourways — Warm

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Print colourways — Cool

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FROM TO DAWN TO DAWN

The studio developed promotional items for the artist Iván Sikic’s work From Dawn To Dawn. Each piece of print was individually hand sprayed in the studio, “not only reflecting the visual qualities of the performative work,” as Laura explains, “but also the uniqueness & physicality of this durational performance.”

Performed at Testing Grounds as part of Melbourne White Night, the work featured two performers digging, uninterrupted and in complete silence, for 72 hours. As they progress through the dig, the soil they heaped was covered, and the revealed foundations marked in fluorescent pink spray paint.

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CFA EMERGENCY SERVICES VEHICLE LIVERY

The Country Fire Authority (CFA) approached Grosz Co. Lab to redesign the livery of state-of-the-art, custom-built buses that also serve as emergency place makers, media centres and education pods.

“It’s not every day we get to contribute so directly through design to something that’s primary function is to save lives.  ‘Conspicuity’ was key and the design developed for the buses needed to align with the existing CFA brand while also ensuring that maximum visual cut through was achieved when the buses were both moving and stationary.”

The project has been so successful in attracting attention to the vehicles that it’s now planned to be rolled out across the CFA’s extended fleet in the coming year.

“It’s been such an honour to see the CFA team now displaying these vehicles with pride and to collaborate with a client that does such vital work.”

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COFFEEPLAN FOR COLORPLAN — GF. SMITH UK

Earlier this year, the studio designed some special invitations to a breakfast to meet the people being G.F. Smith. The project came from a meeting between the studio and the company in London at AGI Open. The Colorplan papers team were planning an upcoming trip to Melbourne with a view to introduce the popular paper to Australia.

“We really respect the vision and approach of G.F. Smith and decided to open the Grosz Co.Lab studio doors for a breakfast event inviting industry professionals to see the iconic range and touch & feel print samples in the studio. Bespoke handmade sculptural invitations for the ‘CoffeePlan’ event were created featuring custom duplexed Colorplan stock that celebrated the unique range of colours & embossings and the exceptional quality of the paper.”

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iGGi – GIRL GUIDES VICTORIA

iGGi was created as a platform and character to enable Girl Guides to link up online, while also providing the opportunity to introduce younger users, volunteers and parents to social media in a closed and supportive environment.

“As members-only social media platform designed for Girl Guides Victoria, the redesign of the site provided an opportunity to reflect the Guiding principles of exploration and discovery along with overcoming key issues that had proven highly limiting to users in the past.”

Grosz Co.Lab also recently created a short animation to share an ‘all-access pass’ to the closed environment, and share the new ways Girl Guides remains relevant and accessible to girls across Victoria today.

“With the design now bringing the organisation’s vision for iGGi to life, girls are connecting online with new Guiding friends every day, external interest and support is continuing to increase.”

www.iggi.org.au

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WILLOUGHBY ARCHITECTURE

Willoughby Architecture work across bespoke residential, small to medium sized commercial builds. The practice required an identity with built in flexibility anchored in a system of interchangeable elements.

“The designed identity was developed through the exploration of the architect’s observational eye and the practice’s grounding in the juxtaposition of low-fi and hi-tech building methods. The collaboration with Willoughby Architecture in creating this identity was such an enjoyable one and receiving on-going positive feedback from both the client and their audience is always so satisfying.”

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AUSTRALIAN RED CROSS – RED COSS SHOPS

“The concept behind the Red Cross Shops rebrand was to create a brand experience that explicitly linked the vital work of Australian Red Cross in a broader sense and to provide selfish and selfless reasons for people to get involved. The brand uses bold colour to achieve cut-through on the high street with a simple visual system based on using an asterisk to link two key messages. Message A is short, sharp and to the point. Message B reveals that there’s more than one side to the story and can be used to add depth, connect messages and add a touch of humour.”

The studio recognised that the celebration of Red Cross Shops volunteers was essential in ensuring a sense of ownership of the brand by those who are the best ambassadors for it.

“The visual identity isn’t about slick design, it was created to be used in an achievable and genuine way for and by the people who need to work with it on a daily basis – and whenever we see a new interpretation of it by a volunteer in one of the 160 shops Australia wide, we know it’s doing just that!”

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http://www.groszcolab.com.au/

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