No.74

Identity, Window graphics, Website, Stationery
agency_Citizen
No.74 street windows blackened and defaced with dripping gold paint, with the No.74 logo and the line The new is beginning
No.74 website on a tablet showing dripping gold paint on black
No.74 website on a tablet showing a night view through a shop window
No.74 logo in gold on lilac stationery
No.74 stationery suite: letterhead, cards, coaster and envelope with gold detail
Pad of No.74 paper with gilded edges and a gold pencil
Close-up of a No.74 letterhead with gold dripping lines and the logo
Envelopes with Supper at no.74 written in gold script
Black and white photographs of a gilder at work and the rollers of a gold pressing machine
Black and white photographs of a printer feeding a card into a press and a hand holding a card

No.74 is a brand identity of disruption, blended with the venue's legacy of opulence. The street windows were blackened and defaced with dripping gold paint. The contemporary website juxtaposed elegant stationery, gold pressed by the last known gilder in Australia. Tradition versus rebellion.

Behind the closed doors of this charming historical building on Collins Street, a space was being created to whet the appetites of potential partners; an invitation to join a pioneering new approach to retail that focused on experience rather than transactional outcome.