In 2016 I undertook a rebrand of a small Melbourne print shop looking to innovate and achieve recognition among its largely corporate clientele.

Using service design tools including journey mapping and competitor audit, I found the ideal solution to stand out in a crowded sector was a lightweight identity system, with clean typography, white space and minimal application of images.

Playful copywriting served as a human element underpinning an otherwise corporate character—cracking jokes but wearing a suit.