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Branding before Branding

design Letterbox curation Stephen Banham

Cluster explores the very first urban branding – the thematic networks of street names that run unseen across our cities. The resulting forms of these ‘clustered’ naming systems create a glyph-like map, each depicting a single ‘concept’ of personality, aspiration and belonging. In 2015 the project developed into an Art Tram for the Melbourne Festival.


Cluster drew upon months of research in mapping the thematic streets across Melbourne.

The Cluster exhibition at Melbourne’s City Gallery (2013). Identity and Exhibition Design by Letterbox.