There's nothing more exciting than the opportunity to create a new brand from the ground up. I was approached to develop the branding for Punt Hill Community Garden, an independent community organisation in South Yarra.

We developed a series of guiding principles to inform our design approach. 1 - Everyone's welcome. 2 - A sense of childlike wonder. 3 - A little bit wild.

We resisted the tropes of other gardens around Melbourne, which focus on traditional imagery like seedlings. Instead, we centred the brand around a worm. It’s visually versatile, gender neutral and appeals to a wide range of age demographics. Our colour story is both sophisticated and organic, revolving around a deep green. It’s appropriate for both corporate grant proposals and kids’ activity books. And most importantly, the branding looks great on a tote bag.