Steep St. is a concept space based in the Blue Mountains, focusing on the symbiosis and connection between art, tea, plants, and music. We were engaged to create a flexible identity system that could be adapted to promote the art practice, retail offer, and live music events.
What we delivered
- art direction
- brand identity
- campaign design
Items within the STST. space are linked by biometric feedback sensors that convert their electrical pulses into sound through synthesisers. Customers are able to interact directly with the store itself by manipulating projections with video synthesisers.
The name references both the hills of New South Wales’ Blue Mountains region and the process of steeping tea. The wordmark, based around the ideas of symbiosis and connection, blends the two words within the name while also visually referencing the steep streets of the Blue Mountains. We also created a set of four icons that form a modular, flexible visual system. Each icon represents one of the store’s core offers – art, tea, plants, and music.
The result is a playful, organic system that can respond, shift, and adapt to a variety of experimental products, events and practices.