PHOTOGRAPHY SERIES

HIDDEN NORTH

A photography and content project exploring the visual identity of Melbourne’s inner north, defined by layered architecture, historic signage, and creative subcultures. Developed as both a photographic series and visual brand, Hidden North combines documentation with a structured content approach, aligning a new identity with an exhibition rollout and ongoing social presence.

Hidden North set out to capture and communicate the visual identity of Melbourne’s inner north — an area defined by layered architecture, historic signage, and creative subcultures.

The project’s goals were to:

• Reimagine an existing photography Instagram under a new name and visual identity, announcing the ongoing Hidden North project in line with an upcoming exhibition.

• Promote the exhibition launch through a cohesive Instagram strategy, using a carousel post to engage new followers and drive visibility for the opening event.

• Build a cohesive content direction that bridges photography, design, and storytelling.

• Develop a distinctive visual brand that reflects urban texture, heritage, and character.

• Experiment with short-form content to refine engagement strategy and measure audience response.

• Create a scalable visual foundation adaptable for both personal and client-facing creative work.

Through this approach, Hidden North aimed to merge the precision of brand design with the authenticity of documentary photography — transforming a local creative project into a cohesive visual brand and social campaign.

The creative process behind Hidden North combined urban exploration, design strategy, and storytelling.

• Content Planning: Shot lists and reels were designed around themes of texture, typography, and architectural form — focusing on Fitzroy, Collingwood, and Carlton North.

• Brand System: A minimalist identity was developed using Futura and Avenir typefaces, a monochrome base palette, and a single turquoise accent to symbolise discovery and direction.

• Content Creation: Reels and carousels highlighted Melbourne’s visual layers — graffiti, ghost signs, brickwork, and geometry — transforming everyday streetscapes into shareable narratives.

• Execution & Optimisation: Each post was tested across organic and paid reach to analyse what visuals and tones best resonated with the audience.

This structured yet explorative process resulted in a unified content identity that feels both artistic and strategic — a balance central to Bourne Creative’s philosophy of merging design clarity with creative storytelling.

The visual system was built from a minimal palette and typographic hierarchy that reflects Melbourne’s architecture — strong, geometric, and understated.

Each reel explored hidden alleyways, local signage and surface texture, translating street character into a cohesive social identity.

The Hidden North campaign achieved measurable engagement and audience growth within weeks of launch.

• 5,905 views and 200+ new followers from a single boosted carousel

• Strengthened recognition among Melbourne’s art, architecture, and design audiences

• Established a consistent visual language across social media and web platforms

These results highlight how cohesive design and purposeful storytelling can elevate local photography into a recognisable creative brand with long-term potential.