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 — Global Kitchen
Brand IdentityThe Challenge
Located on the University of Canberra campus, Global Kitchen offered a wide variety of international food but lacked a clear brand identity, which created a confused positioning in the market. The challenge was to take a large, traditional canteen-style space with an unfocused menu and transform it into an approachable, vibrant destination that appealed primarily to students aged 18–25, as well as university staff. The client needed a cohesive visual strategy to differentiate their various service sections—such as dedicated, rotating, and street food counters so customers could easily understand and navigate the diverse menu offerings.
The Solution
To address this, we developed a distinctive brand identity inspired by the energy and variety of international street food markets. Using bold, street-sign style typography and a high-contrast colour palette, we established a clear wayfinding system that gave each food counter its own character while maintaining a cohesive overall brand. This design transformed the large space into a dynamic precinct, using visual cues to guide students and encourage exploration rather than waiting in static queues. The result was a flexible suite of polished yet youthful brand tools that effectively organised the space and repositioned Global Kitchen as a highly visible, engaging campus destination.