THE PROJECT
Partnering with Melbourne’s leading organisation for sound and listening to redefine its brand under new leadership in the ever-evolving grassroots arts space.
Liquid Architecture is an artist-first, community led organisation in Naarm/Melbourne.
It exists to explore sonic relationships and practices on the radical edges of sound and listening.
THE CHALLENGE
During Liquid Architecture’s twenty-year history, the organisation has platformed some of the world’s most exciting musicians, artists and sound practitioners.
With its roots in Melbourne’s VCA, the organisation has always been rooted in a deep sense of community and pushed the boundaries of sound and listening.
Under new leadership and with a curatorial direction welcoming Asia-Pacific, First Nations and Asian Diaspora practitioners to come to the fore, Liquid Architecture needed to reexamine its brand.
The opportunity to dig deep into the organisation’s strong values, develop clear messaging and refresh its channels needed outside strategic assistance — plus sensitivity to how small arts organisations operate.
Liquid Architecture’s Board, its talented team, collaborators and audience members joined the journey to create a brand that embraces gritty creative exploration.
WHAT WE DID
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DISCOVERY
Yarns, workshops and surveys with Liquid Architecture’s new team, board, artists and audiences
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FUTURES
Mapping goals and future challenges; frank discussions about ethics, expectations and future visions
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DIRECTION
Guiding principles, ‘gritty exploration’ brand positioning, an updated brand narrative to include the new chapter
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DEFINITION
Key definitions for sound, listening & community; a considered brief for designer Paul Mylecharane
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ENGAGEMENT
Working with the existing team to evolve channels, supporting the CEO with authentic mission-led comms
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EMBEDDING
Snapshot tools that show the refreshed brand ‘on a page’ to help with day-to-day activities
THE IMPACT
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Clarity
A clear narrative about the organisation's values, principles, language and direction supporting First Nations, diaspora and South-East Asian neighbours.
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Confidence
Moving forward with brand creative, website redesign and refreshed comms channels that are authentic, distinctive and show gritty exploration.
TESTIMONIAL
“Working with the Breakfast Strategy team on our rebrand was a refreshing and wonderful experience.
"The professionalism, care and consideration invested by Breakfast Strategy in the research phase now reverberates throughout the organisation's new tune.
They listened deeply, researched far and wide, and emulsified 25 years of history with a new direction and feel.
The process felt collaborative, well shaped and guided.
We are incredibly grateful for their insight and integrity. Liquid Architecture is well positioned moving forward after the clarity we found through consultation with Breakfast Strategy.”
Ronen Jafari – Co-Director, Liquid Architecture