Post Office Box 1100
Fortitude Valley 4006
QLD, Australia
+61 7 3160 7040
or Letters(at)
TheLetterD.com.au
Developed for the Camp Lake Fire project, where a single stroke, monospaced font was required to suit the four letter word identity suite, set in vertically aligned columns.
The single stroke design allows for camp signage to be produced on-site out of raw materials (plywood, etc) using a single pass router bit, hence the name.
© Dan Pike.
Churchie’s old school camp was being redeveloped and The Letter D was asked to develop a concept for its new face, including the name, identity, and ongoing collateral.
As the intended use was going to be recreational camping a series of family-friendly four letter words were outlined that embodied the spirit of the place. This idea became the over-arching identity for the place, with Camp Lake Fire coming out front as the name.
A routable typeface was developed for the identity, with future signage applications in mind, allowing signage to be produced on-site.
Michael Reid asked The Letter D to refine his current website, which was being used to present exhibitions and artworks for his gallery, as well as displaying a number of publications he was involved with, including his popular guide to buying and selling art.
We initially went through an extensive audit of the elements that did and didn’t work on the old site, and ended up refining the identity en route, along with sub-identities for the various galleries and associations that came under the Michael Reid umbrella.
This lead to a business-wide overhaul of the collateral produced for everything from booking forms to artist catalogues. The website continues to grow, with Exhibition bookings, video tours and artist screensavers, and there’s more to come.
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