Flinders Lane

Brand identity, tone of voice and marketing collateral for a five-venue event space in the heart of Townsville.

Flinders Lane isn’t one venue, it’s five: The Parlour, The Manhattan, The Underground, The Laneway and The Galley, each needing its own personality without losing the thread of the wider brand.

TBD handled the whole identity, including the logo suite, tone of voice, colour and pattern systems, typography, photography direction and the marketing collateral to bring it together.

Every space got its own logo, colour and type treatment pulled straight from its interior. Art Deco green and gold for The Parlour, exposed-brick and script for The Manhattan, charcoal and red for the speakeasy energy of The Underground. Even the patterns are line-art versions of real textures from the fitout, tying the graphics back to the physical rooms.

Alongside the visuals, I wrote the tone of voice and messaging, space descriptions and bitesize key messages the team can use anywhere.