Situated within the one40william development, 140 is one of Perth’s newest retail experiences. For it to compete with the other successful retail players in the CBD it needed to position itself as being unique.  

With this in mind and in collaboration with Perth-based brand consultant Megan Patterson we devised the positioning line ‘the difference is 140’. We then created the brand identity and developed the wider graphic language. With 140’s close ties to the local art and fashion scenes, we felt the overall brand should be playful, intriguing, colourful and most of all... different.