Australian Tapestry Workshop Communications

The Australian Tapestry Workshop is the only workshop of its kind in Australia and one of only a few in the world. It is regarded as an international centre of excellence for innovative, contemporary, hand-woven tapestries, created in collaboration with leading artists, architects and designers. 

Approach
 

Building on a rebrand by Garry Emery to emphasise the national reach of the workshop, Envelope expanded the colour scheme and developed a sophisticated set of abstract woven graphics to fully express the breadth and complexity of hand-woven tapestries.

This visual language as well as detailed macro photography of actual tapestries is integrated into a unique typographic system for application in printed and digital communications. 

Redesigned in a magazine style, the workshop’s annual report is expanded from 20 to 40 pages. Renamed WOVEN, the expanded format invites readers with a more generous display of content.

Facilitated by sponsorship partnerships secured by Envelope with both Ball and Doggett for paper and Southern Colour for printing, the workshop’s stringent budget is maintained. 

This redesign informs a full review of the workshop’s printed communications and forms the brief for a completely redesigned website which maximises the display of images of tapestries and the unique workshop environment in which they are created.

An important element of the new website is a completely redesigned shop experience, streamlining the navigation of a myriad of colour yarn choices.

Brand strategy
Brand identity
Communications
Digital

austapestry.org.au

We also developed brand identities for contemporary jeweller Blanche Tilden and NorthSite Contemporary Arts.