In late 2023, thebox was approached by Murdoch University to assist with the naming and branding of a new Food Technology Facility.

The initial challenge was to develop a short, simple and memorable name for the facility which spoke to innovation but not in a predictable or ‘techy’ manner. Enter SIFT.

It spoke to the core of the facility in examining things thoroughly and isolating what was most important. It also allowed us to speak to the various aspects of the facility by creating a flexible acronym based on a rotating ‘S’.

From Sustainable to Scalable, Strategic to Streamlined, the S can be used to highlight what is most important while the ‘IFT’ stands for Innovative Food Technologies.

The icon is cleverly illustrated to combine a grid structure (inspired by scientific research techniques) and a sieve. The concept was various parts coming together to create the iconic S and represented the R&D process, partnerships and networking, which are all key components of SIFT.

This modern stylistic brand was key to the launch of the new facility in early 2024.

What We’ve Done

  • Name Creation
  • Brand Development
  • Corporate Style
  • Design
  • Copywriting
  • eNewsletter
  • Website
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