INTER/SECTIOn

Where the best Australian and international specialty coffee, the finest pastries and delicate, innovative dishes intersect in the Brisbane CBD.

⬥ Naming
⬥ Visual Identity
⬥ Print & Digital Collateral Design
⬥ Photography
⬥ Website

Salumi took on the challenge of creating a distinctive identity for a unique space nestled within the Rio Tinto building in Brisbane's CBD. This space, known as Inter/Section, serves as a 'tunnel' bridging Mary and Charlotte Streets, offering more than just a passageway but a place where streets, people, and ideas converge through the allure of geography, exceptional food, and superior coffee.

The challenge lay in encapsulating the essence of this convergence in a brand identity that would resonate with the diverse audience that walks through Inter/Section every day.

Our solution was to craft a name and visual identity that mirrored the physical and conceptual intersection that the space represented. 'Inter/Section' was born out of the idea to emphasise the connection and interaction between different elements - streets, people, and ideas.

The identity was built around clean lines, grids, and intersecting points, symbolising the network of connections facilitated by this unique location. These design elements became the core of the brand’s visual language, ensuring that every touchpoint, from signage to digital platforms, communicated the essence of Inter/Section.

The clear, cohesive identity helped Inter/Section stand out in the bustling environment of Brisbane's CBD, attracting a diverse crowd interested in experiencing the fusion of great food, coffee, and the serendipitous connections that a well-thought-out space can foster.

By creating a brand that visually and conceptually represented the intersection of various elements, Salumi not only established a unique identity for Inter/Section but also set a precedent for how spaces can be transformed into vibrant community hubs through thoughtful branding. This approach not only enhanced the visibility and appeal of Inter/Section but also contributed to a greater sense of community and connection among its visitors, truly embodying the idea of connecting streets, people, and ideas.