The Office of Public Works is the collective behind Australian hospitality baron Maz Salt and a number of Melbourne’s best-known hospitality projects, from Section 8 and Ferdydurke to The Beast, Beast City and more. Coming into 2024, ‘OOPW’ didn’t have a cohesive identity that captured the group’s energy, purpose and people within. The projects themselves don’t follow a set playbook. They’re organic, non-prescriptive, low-fi. Patchwork quilts of personalities and characters. Big pirate ship energy. We developed an identity to reflect this non-conformist DNA, while positioning the group for growth. The name came as a wink to a public service department, inspiring a creative platform based on public utility street signage, informing the type system and an authoritative wordmark that stretches beyond conventional best practice. Secondary marks took cues from the group’s projects and their sub-cultures, while tight colour pairings nodded to the nightlife focus and hectic energy within the walls. Big thanks to the team for the opportunity here ✌️