Flowstate resides in the spaces in-between; a place where creative collisions are made and seen. It is the state of the unexpected.

Flowstate is an architecturally designed performance and dwelling space, a site for multi-artform expression in the heart of Brisbane’s South Bank. Pop & Pac offered it up to their community as an inspiring place of beauty and respite; a well-spring of fresh experiences and sweet diversions. Somewhere entirely different to anything modern South Bank has ever been, a symbol of the potential to come. Locals and visitors are invited to relax, eat, collaborate with some of Queensland’s most compelling artists, witness new performance work in development, engage in workshops, and listen to fascinating discussions and cool beats – while communing with stylish, contemporary design.

The Objective was to create an evocative, dynamic and contemporary brand identity that encapsulates the built form, curatorial framework, and place authenticity of the new creative mini-precinct.

Pop & Pac designed a responsive, flexible identity with a strong emphasis on connection to place - a blurring of edges into its environment. Ideally, the creative direction should embody the emotion of each piece of performance art on show at Flowstate.

All in all, the brand's identity is defined by its colorful simplicity, which captured the attention of a broad market demographic - everyone from young children to senior members of the community. Given the absence of quality images available, the colorful execution has become a system to brand each performance. The logo embodies the heart of the Flowstate precinct, the JEM, a sculptural light display that comes to life at night.