Red Design Group was initially commissioned to prepare the Retail Strategy and Masterplanning for all RMIT campuses, however, this soon expanded to include an end-to-end strategy including concept design, design development and documentation of retail and hospitality tenancies, branding, marketing, campaign, and digital services.

NAS is a major multi-use development currently under construction over four levels of the RMIT City campus. The new space will transform the heart of the campus into a cutting-edge, world-class urban hub with facilities, services, food, and retail offerings catering to the diverse needs of the RMIT student and staff community.

Red was appointed to create a brand identity for NAS. The result is bold and fun, appealing to RMIT demographics and future F&B retailers. It reflects the new build in a form of three-dimensional shapes coming together to create the ‘New Academic Street’. The use of architectural language and textures add a rich layer to the NAS brand, which has been extended in the striking and consistent marketing collateral.

Red has produced all NAS marketing elements including brochures, postcards, posters, banners, maps, hoarding, wayfinding, advertising, digital animation, and video. Red also designed the NAS leasing pack, which focuses on the retail and hospitality offerings based on RMIT student demographics.