Prahran Market - the food lovers' market

I was asked by David Trussler and Stephen Mottram to come and join the Faith Agency as a freelance Senior Art Director/Graphic Designer at the start of February 2021. I started my advertising career as a junior art director with them when David ran "Words at Work" with Peter Bishop back in the early 90's. It was exciting to go back and work with them as I had such fond memories of the start they gave me. I was asked to look after Melbourne’s iconic Prahran Market account working very closely with the Account Director Ben Crocker. The Faith Agency had been working with the Marketing Team there for over 10 years, and in that time, they had been lucky enough to assist with various rebrands at different points, yet it was this opportunity that most filled us both with excitement. Prahran Market for a long time has been known as “The Food Lovers’ Market” a way to differentiate the Market from others across Melbourne as well as local supermarkets. The suggestion being that if you’re a fan of food and want the best quality ingredients, Prahran Market is the place to be. The brief for this new rebrand very much centred on the idea of presenting the Market as a cornerstone of the community; a place where food lovers could come, not just for fresh produce, but for delicious meals, socialising and of course, fantastic food-centric events. Have no doubt, food is still a huge feature of the Market, how could it not be. We needed to communicate with people that the Market is so much more than just food and traders; it really is a community where friends can shop together, making connections with locals and traders alike. So, not only did we need to present the Market as a community hub, but we also needed to streamline our creative direction to be a little more consistent. With lockdowns severely impacting our ability to drive ongoing campaigns, we stepped right back to consider the elements that appeared again and again: circles, bold food-based imagery, illustrations. These items became the cornerstone of a revised style guide that would accompany most generalised messaging. As a part of this rebrand, we assisted with a revised website landing page design for the Market, reinforcing our new creative direction while making some strategic adjustments to the layout and design. We also worked on a revised style guide that could be implemented by internal resources. And of course, we developed a range of collateral including in-Market print advertising and a suite of Digital Display GIFs. We also streamlined the Prahran Market logo, a long-overdue process that has made it far more impactful and legible across our new collateral. I also Art Directed a photoshoot working with local photographer Carmen Zammit, to capture actual customers of the Market gathering and enjoying themselves. While not easy to shoot with COVID restrictions in place, we managed to achieve some terrific outcomes that are now being used front and centre of the new campaign.

Re-fresh of the brand - Letterhead and Buisness Card

Re-fresh of the brand - With Compliments Slip

Re-fresh of the brand - Example of new campaign launch as a digital gif used in social media channels.

Re-fresh of the brand - DL sized fold out brochure of market guide shown here as individual spreads.

Re-fresh of the brand - Promotional postcard for re-launch of brand

Re-fresh of the brand - street bill posters - three versions were created. Two with and one without bodycopy.

Re-fresh of the brand - Some examples of the NEW branding being used on a food-centric event. Our recommendation to the marketing team was to call the event "Summer Seafood Sessions". Above is an example
of a digital gif used in social media channels and three A2 directional posters used throughout the event.

Re-fresh of the brand - The event name was called "Plenty of Fish in the Sea". Above is an example of
a digital gif used in social media channels and three A2 directional posters used throughout the event.

Re-fresh of the brand - We created "The Feed" an A5 foldout brochure done for every season of the year.
The brochure was produced for the community to highlight what's happening at the market, produce that is available from certain traders, a recipe and an introduction of a trader from the Market.

Re-fresh of the brand - The Christmas campaign was called "Season's Feastings".
Above are examples used in the campaign. From top down: Digital used in social media channels,
Street Posters, Outdoor, Street Furniture, Pull-Up Banners and Recipe Cards.

Re-fresh of the brand - This campaign was created after the Market had to close because of Covid-19.
Simply called #SupportPrahranMarket. We used the new created colour palette. Street Posters and a two sided
DL leaflet as a mail drop around the community were created.

Re-fresh of the brand - This campaign was called "Say Cheese".
Digital ads were created for all social media channels as well as Street Posters.

Re-fresh of the brand - This campaign was called "Sizzlefest".
Digital ads were created for all social media channels as well as Street Posters.

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