The answer to this is: when it is one of the earliest commissions of a new design studio. A wall is a wall is a wall, but we are still very excited about it!
To make sense of all this, this afternoon we are pleased to announce that we have won a modest but significant commission, to design a ceremonial Graduation Wall at the entry of the newly minted Federation University, the former University of Ballarat, at their Mount Helen Campus.
The Wall (it needs a capital 'W') is doing lots of things all at once. It will be there to proudly display the University's new brand mark - the flag of the Southern Cross - to arriving visitors; it will form a backdrop for graduation photographs and other ceremonies; and it will create a new 'gateway' for the Mount Helen campus, tying together the various elements that make up the arrival sequence.
All things being equal, it is a physically modest project that will be of disproportionately large significance to the University, and we are very proud to have won the commission. We also think it is amusing that one of our first commissions is a wall, when our logo is exactly that: a wall. Or maybe it is a piece of paper standing on end. Or the end of a book, or something else entirely. Really, it is open to interpretation - and that will be the approach we will take to our Graduation Wall as well.
More new commissions are in the pipeline: stay tuned for further news.