Crown
Crown, Australia’s premier entertainment resort, has been synonymous with luxury shopping, dining, and gaming since first opening its doors in 1975. Following its 2022 acquisition by Blackstone, MAUD was tasked with redefining Crown’s visual identity, reintroducing the brand to a new generation of 20–45-year-olds largely unaware of its legacy.
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, Tomas Sabbatucci and Peter Citroni.
Photography by Simon Eels, renders by Mr P, typeface by Margot Lévêque, logo redrawn by Dave Foster.
Photography by Simon Eels, renders by Mr P, typeface by Margot Lévêque, logo redrawn by Dave Foster.