In 2018, the Moorabbin Social Club was re-branded as ‘Moorabbin Social’, a name and identity fitting for the newly built entertainment and gaming venue. The brief required the new logo and branding to retain a connection to the original Social Club whilst giving the venue it’s own fresh, modern identity to attract new clientele.
I drew inspiration from the old Social Club’s blinding fluorescent tube lighting and its close relationship to the football club through the use of creative typography combined with St Kilda brand typefaces. The monochrome black and white colour palette was chosen to connect with the ‘white’ and ‘black’ of the Saints’ colours, while removing the red so the venue would remain its own entity.
Megan Mitchell: Logo and Identity Design
Stevie Dellamarta: Art Direction, Interior Styling & Exterior Signage