Dairy Road

U-P designed the brand identity for Dairy Road.

Dairy Road is a neighbourhood slowly developing in Canberra’s East Lake. It is currently made up of seven main warehouses, some office buildings and vehicle yards […]

Given that the site will experience significant changes through its 15-year development the objective was not to impose a fixed outcome, or overpowering voice, on the current iteration.
They developed a system that is intended to be built-up over time. The identity is a framework populated with placeholder content and images. The placeholders can be rotated and layered over as the site changes and develops. The placeholder spaces allow room for current and future tenants to input into the identity as they are invited to fill these spaces with their own materials. In this way, the identity is an experiment in the letting-go of authorship to adopt a participatory design approach.
The graphic language takes its visual cues from a masterplan – it’s a graphic abstraction of forms and components being organised to make something cohesive

Suisse Int’l is part of the Suisse collection available from Swiss Typefaces.