QV Melbourne

Creative vs commerce

Ortolan was engaged to conceptualise events and activations for the QV Melbourne shopping precinct. During the process, it became clear that the mix of high- and low-end retailers, and mixed-use occupancy was causing confusion around their position, messaging and personality.
The identity also felt dated and lacked desirability, which led us to refresh their brand platform,
and their verbal and visual identities.

We turned what was a confused offering into QV’s greatest strength — the unique mix of luxury boutiques and everyday convenience stores coexisting in a mixed-use precinct. The new brand platform, ‘Urban Village’, repositioned QV as a place to gather and be inspired by innovative activations, with access to an eclectic retail offering.

We developed a language of ‘consistent contradiction’, lending a recognisable rhythm to QV’s verbal identity. Coupled with contemporary still-life compositions of luxury and convenience objects side-by-side, the retail message became clear, direct and desirable. The brands visual language is now distinct and engaging, with defined art direction cues and typographic system.