The Wheeler Centre – Helping stories flourish

The words Spring Fling appear over a flower shape, changing colour with the background.

Impact Area
Arts & Culture

Brand Strategy

Identity Design
Digital Design
Motion Design

The Wheeler Centre supports writers, readers and thinkers through conversations, debates, readings, performances and discussions. Its Spring Fling celebrates the transformative power of storytelling through a short series of big ideas to reinvigorate minds, renew perceptions and let imaginations flourish.

This campaign was an opportunity to re-introduce the Wheeler Centre as Melbourne’s home of books, writing and ideas with a diverse array of literary events. A big, bold and colourful approach delivered the message.

A bright graphic billboard on a train station platform in Armadale, Melbourne.



Murnong Brandmark

Bright and engaging, our graphic approach was inspired by the flowering season of Buath Gurru Grass in Spring and the recurring motif of a native yam daisy, the murnong. This was a staple starch of first peoples in Australia and was once prolific across the country. 

Spring Fling Trailer

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Spring Fling Bookmarks

“Design by Nature delivered an eye-catching brand, applying it with finesse it across a range of channels and executions. Feedback to the design was hugely positive and the series successfully achieved its goal of reaching a new audience with this rejuvenating visual identity. The team at Design by Nature are thoughtful, thorough and responsive – an overall pleasure to work with!”

Kate Thorburn
Marketing and Communications Manager

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