February 2002

Developed in conjunction with David Lancashire Design, Freshwater is a new mixed use development precinct designed by Bates Smart, located on Melbourne’s Southbank across from the CBD. The name of the site relates to the point on the river where the salt water and fresh water meet. The identity needed to work for the residential, commercial and retail components of the development.

In 2002, as part of AGIdeas International Design Conference a brief was sent out to 26 designers across Australia to develop an A1 poster for a designated letter of the alphabet. Given the letter P to illustrate, we could not go past the obvious.