Crown, 2023
Crown is Australia’s pre-eminent entertainment resort which since opening its doors in 1975 has become synonymous with premium shopping, dining and gaming experiences.
But following its acquisition in 2022 by investment company Blackstone, MAUD was tasked to create a new visual identity for Crown that reframed it to a largely oblivious audience of 20-45 year olds.
To achieve this we focussed on exploring more discrete markers of quality, refuting the long held belief that more-means-more, preferring a more contemporary approach that celebrated the fun, open-ended and unexpected opportunities a trip to Crown could entail.
Working with 3D artist Mr P. we commissioned a suite of weird and wonderful renders to populate Crown's regular calendar of event communications.
Completed at MAUD, alongside Tom Clayton, Lachlan Richard, Ricky New and Peter Citroni. Photography by Simon Eels, renders by Mr P.