Marching to a unique beat.

St. Collins Lane

St. Collins Lane has cemented its reputation as the destination for international design labels and favourite local brands in Melbourne.

We were approached to create a new brand campaign that would re-introduce St. Collins Lane to the public, establishing the laneway as an authority and influence in the Melbourne fashion retail scene.




Brand Strategy

Art Direction

Brand Campaign

Print Design

Website Design

Environmental Signage


Photography by Sam Bisso
Styling by Ella Murphy
Hair & make-up by Julie Provis

Starting a rebellion.

The campaign revolved around the concept of rebellion – breaking free of convention and standing out from the pack.

St. Collins Lane embodies an attitude that resonates with their customer – the fashion-forward, uninhibited Melburnian, willing to take risks and avoid trends.

We rebelled against the cliches of shopping centre campaigns. Stripping away the unnecessary, we were able to highlight the superior style and sophistication of St. Collins Lane’s retailers.

St Collins Lane - Hoarding

Under our art direction, renowned photographer Sam Bisso created a campaign shoot that embodied our vision for St. Collins Lane.

The brand campaign has extended across a number of St. Collins Lane events and promotions, always maintaining the same distinct voice and personality.

A complete redesign of the St. Collins Lane website was launched in conjunction with the new brand campaign.