All projects showcased represent the individual creative direction and design execution of Mason Williams. Certain projects were produced during agency tenure. All corporate trademarks remain the property of their respective owners.
About
All projects showcased represent the individual creative direction and design execution of Mason Williams. Certain projects were produced during agency tenure. All corporate trademarks remain the property of their respective owners.
About
University of Canberra — FEED
Brand IdentityThe Challenge
The University of Canberra (UCX) needed to consolidate its pop-up food security initiatives into a permanent, student-only community canteen. Located within a busy commercial food court, the space had to clearly distinguish itself as a social enterprise rather than a standard retail outlet. The core design challenge was to create an identity that functioned as a welcoming, everyday communal hub encouraging connection and offering subsidised meals, without creating any stigma or making it feel like a formal assistance program that students had to explain or opt into.
The Solution
We developed the FEED brand identity to be quiet, familiar, and highly approachable, intentionally avoiding the flashy graphics of the surrounding commercial vendors. By focusing on simplicity, warmth, and clear communication across signage and menus, we established a visual language that feels supportive and human. This understated design approach successfully positioned FEED as an essential, deeply integrated part of campus life, allowing students to easily recognise the space and confidently engage with it as a natural part of their daily routine.