Emporium

At Someone Agency, I was privileged to spearhead the revitalization of Emporium's brand identity, strategically repositioning it as Melbourne's quintessential hub for fashion and culinary trends. This project was about weaving Emporium into the cultural fabric of Melbourne, and becoming a must-visit destination for both style and gastronomy enthusiasts.

1

E for Emporium

The strategic vision for rejuvenating Emporium centered on transforming its iconic 'E' into a versatile and dynamic element, breaking free from its rigidity to embrace change and diversity. This adaptive 'E' became a symbol of Emporium’s multifaceted nature, much like a chameleon, seamlessly integrating into various environments and resonating with the brand's diverse offerings. This design choice signaled to Emporium’s audience an exciting evolution, reflecting a commitment to innovation and a response to the shifting landscapes of fashion and food.

2

E-xperimentation

Inspired by the utilisation of space in architecture and the raw energy of graffiti, my design process involved sketching and refining hundreds of 'E' variations, laying the groundwork for Emporium's transformation. During this exploration I also developed a distinctive photography style, integral to establishing new style guidelines. The aim was to strike a balance between artistic expression and maintaining a signature, recognisable look, ensuring that Emporium's brand identity remained both innovative and unmistakably familiar.

4

Result

Collaborating on the Emporium brand provided a remarkable opportunity to hone adaptable branding skills across diverse imagery and sub-brands. The result is akin to a collage where each piece is accentuated by Emporium.
Under the mentorship of Someone agency, I was guided through the process of sparking creative outcomes and meticulously refining them as some of my ides became pillars for final application, including hoardings, posters, and digital media. This project was a masterclass in balancing versatility with coherence, establishing Emporium's identity across various platforms while maintaining its core essence.

Let’s chat

JAMKO

©

Jamie Koehler

2024

Let’s
chat

©

Jamie Koehler

2024

Let’s
chat

JAMKO

©

Jamie Koehler

2024