The Camberwell Experience
Website Refresh / Social Media Strategy & Design / A4 Flyers / Copywriting
Client: City of Boroondara
Industry: Public Administration and Safety
Services: Municipal and Local Government
Year: 2023
(Concept project — not commissioned by or affiliated with the City of Boroondara.)
Brief
Design a publication promoting Camberwell as a destination for both visitors and locals. The publication needed to showcase the suburb's history, culture, attractions, and community through a curated travel guide, helping readers discover what makes Camberwell a unique part of Melbourne.
Process
The design direction explored the connection between people and place. A mood board was developed featuring hand-drawn illustrations layered over photography, capturing the individuality of Camberwell's residents and the vibrancy of its streets, shops, and public spaces.
Research identified several defining characteristics of the suburb, including its shopping culture, historical significance, transport links, and strong sense of community. These themes informed the structure of the publication, which guides readers through Camberwell's history, key attractions, entertainment precincts, transport network, and the iconic Sunday Market.
Outcome
The final publication communicates Camberwell's vibrant and community-focused identity through a combination of photography, illustration, and editorial storytelling. Hand-drawn figures and graphic lines layered over photography reinforce the connection between people and place, while circular shapes and bright colours reflect the suburb's youthful and lively atmosphere. A structured grid system provides clarity and easy navigation, allowing readers to explore Camberwell's history, attractions, shopping culture, and local character through a cohesive travel guide experience.
