Place Branding | Griffith College – Brisbane CBD Campus
For Griffith College’s new Brisbane CBD campus, the challenge was to create more than a wayfinding system. It was to design a connected campus experience around the student journey.
Griffith College engaged Town Creative to develop the place branding, creative and wayfinding strategy across the new multi-level campus. We treated the entire space as one connected environment, using each floor and key touchpoint to bring the Griffith brand to life, guide students and reflect the diversity of its student cohort.
Griffith College engaged Town Creative to develop the place branding, creative and wayfinding strategy across the new multi-level campus. We treated the entire space as one connected environment, using each floor and key touchpoint to bring the Griffith brand to life, guide students and reflect the diversity of its student cohort.
Industry
Education
Location
Brisbane
Approach
The strategic direction was developed through a Discovery Workshop with Griffith College and Navitas, drawing on insights into student attitudes, values and how students would experience and move through the campus.
This led to Enjoy the Journey, a creative platform connecting wayfinding, brand storytelling and the student experience. Storytelling and cultural inclusivity were central to the creative, reflecting Griffith College’s diverse cohorts and particularly its international students.
Each piece was scaled to its setting and given a defined role within the journey, from purely informative through to interactive and engaging. We led the project end to end through Discovery, Design, Develop and Deliver, managing creative development, production, budgets, timelines and stakeholders within Griffith’s brand guidelines.
Results
We designed and produced more than 90 pieces of signage across the multi-level campus. Together, they formed one connected system that balanced practical wayfinding with brand storytelling, cultural inclusivity and the broader student experience.
The work was named a finalist at the 2025 Brisbane Advertising and Design Awards.
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