Hitchcock inspired Australian Design: Studio Vertigo

Vertigo collects the best of Melbourne.

Curating the Grid is an interview series that explores how place informs design and vice versa. All interviews feature a creative company or individual who has curated one of On the Grid’s neighborhood guides around the world. Today’s interview features Vertigo, our Ambassadors for Melbourne, Australia.

What type of product or service do you specialise in?

We specialise in brand identity and graphic design for print, digital and spatial environments. We work with a wide range of clients across many industries, predominantly cultural and creative.

How would you describe your work?

Simple and significant. Our work is created with a modernist approach and avoidance of trends. We apply simplicity across what we believe are the most important aspects of design — functionality, aesthetics and ethics — to create design that complements the products or services it’s communicating. We seek to challenge and be challenged by every project.

What influences inspire your work?

The oeuvre of Alfred Hitchcock. Through the simplicity and clarity of his work he was consistently able to achieve dramatic effect purely by visual means. Hitchcock filmed the most complex and subtle relationships between people without resorting to explanatory dialogue. This is what we strive to achieve in our work.

How did you get involved with On the Grid?

We applied for the role of ambassador for Melbourne. We’ve lived here for decades and the city still excites us so we wanted to showcase it from a creative perspective to people around the world.

Do you think showing the world through On The Grid highlights sameness or difference?

Both. There are a lot of similarities in urban areas and shared cultural/metropolitan influences, but cities also tend to have a unique character that’s developed and evolved over time, much like a signature or voice.

Is there a correlation between an influx of creatives into a neighbourhood and gentrification?

Absolutely. Creatives come into a neighbourhood through a variety of social and cultural factors, such as liveability, convenience, potential and character. The more people move to an area, the greater the demand for the products, services, facilities and resources they need, and gentrification starts to occur. However, there’s a tipping point where once enough people relocate to a new neighbourhood, it can lose the very essence that inspired them to move there in the first place.

What makes your neighbourhood a destination for creatives and designers around the world?

Fitzroy is one of Melbourne’s biggest creative hubs with an eclectic range of businesses and places, appealing to a wide variety of people. There are tons of unique, cool and interesting things to do, see, eat, drink and visit, evident in the neighbourhood guide we compiled that features some of our favourite spots in the area.

Is your local creative community welcoming to immigrants and refugees? Historically marginalised groups?

Yes. Fitzroy has a large population of immigrants and refugees. Creative people in the neighbourhood (and beyond) donate their time, resources and work to socially significant causes, such as a charity art exhibition for the Asylum Seeker Resource Centre.

Do you think travel is necessary for the creative community? Why?

It’s not necessary but it helps. New experiences, different cultures, change of scenery, conversations with strangers, etc., can all help to renew one’s perspective of creative ideas, processes, and most importantly, the soul.