Author Archives: Floate Design Partners

Web Type in 2012: A Snapshot

You want a website with beautiful, expressive and flexible typography. It’s 2012. What do you use? Adobe’s Typekit – sure, but not if you want Helvetica Neue. You’d go to Monotype’s Fonts.com for that. But you would sooner die than use Helvetica! So how about something by Christian Schwartz or Kris Sowersby? Or perhaps one of the great families from the H&FJ stable? There you might be out of luck.

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Diner vs Deli: Developing the Huxtaburger identity

Rowena Pde Corner Store by Hellblazer

We’re really excited to see Huxtaburger quickly becoming an essential part of the Smith Street landscape: turning out simple but great burgers and cold beer at a rate and quality that impresses everyone who eats there. We had a lot of fun finding the right visual language for them, and they were an active participant in the dialogue.

While the interior design and concept reference the golden era of American burger joints, it was also important to have elements that connected it to classic Australian fast food.

So, in developing the identity we looked around at great examples of vernacular Australian lettering, from tattered plastic milk bar signs and fabulously dimensional hand-painted deli windows, to beer logos on pub facades and faded tobacco brands lingering on inner-city brick walls.

We drew on the blocky sans serif typographic delights hawking Tarax and TipTop, Nuttelex, Capstan and Fosters. We’d like to think some of this flavour soaked into the identity make Huxtaburger feel both brand new, but also like it has always been there.

Photo by Hellblazer and edited to fit

Save the Date

After having quite a few chats amongst ourselves and some of our associates about the kinds of design events we’d like to see in Melbourne, we decided to try something new.

We’ll unveil the details over the coming days, but in the meantime, if you want to:

• Enjoy a few drinks in the company of your colleagues;
• Hear a brief interview with two exciting local entrepreneurs; and
• Have an informal chat about the intersection of business and design;

you should mark your calendars now:

WHEN: Wednesday, 29 February, 6:00 PM
WHERE: The Rainbow Hotel, 27 St. David St., Fitzroy

It’s not merely social. It’s not just networking. It’s not a seminar. We call it The Nudge, because we think the design community can always push ourselves to be a little bit better.

We hope to see you there.

Floate Design Partners Announces Acquisition of Soupgiant

Ross Floate, principal at Floate Design Partners, was pleased to announce the acquisition of web production firm Soupgiant earlier today.

Soupgiant established itself in 2009 and quickly developed a reputation as a leader in the field of well-designed websites created with extensive thought into user interface design and accessibility issues.

Peter Wilson and Josh Kinal from Soupgiant will now work on staff at Floate Design Partners and form the in-house web development team.

“We started working with Soupgiant in mid 2011,” said Ross Floate, “and were really impressed with their level of professionalism, expertise and commitment to their craft.”

“This marks a new phase in the life of Floate Design Partners. The depth of knowledge and experience that the Soupgiant team brings to Floate will have a huge impact on our web and UI/UX projects, allowing us to create more effective work and to do it more efficiently.”

Josh Kinal from Soupgiant said this was the natural next step for both businesses. “The quality of work that Floate releases,” he said, “is exactly the sort of thing we look for in designers. Ross’s team understands design needs and they are passionate about their work.”

“Working together,” Floate added, “we will be able to take on projects of a scope and scale that we would not have been able to handle as individual entities. This increase in capacity couldn’t have come at a better time for us – Floate had a brilliant year in 2011 and we’re seeing continued, substantial growth already in 2012.”

The last collaboration between the two companies prior to the acquisition was the development of the recently re-launched Floate Design Partners website.

For more information, contact:

Rob Ruminski
03 9606 0866
rob@floate.com.au