Macq01 Hotel
Federal Group

The Brief

Imagination was asked to name and brand a premium hotel, that is now built in Hobart, Tasmania.

The Challenge

The name and branding needed to link to the heritage and feel of the city, but also be contemporary and premium at the same time.


The client said they wanted this building to feel something like 
Johnny Depp crossed with Tasmanian rugged country and old wharfs.

Strategic Insight

After a lot of name ideas, the name MACq 01 was an chosen from the building’s original name: Macquarie No.1 Shed.


After a lot of research we also discovered that there quite a few odd, quirky, dangerous, famous but all interesting characters that spent time in Hobart over the last few hundred years.

Using these stories as a way in we could craft our identity.


The Solution

The font was inspired by existing lettering found around the wharf, which was then modified to make it more contemporary and own-able. 


A series of illustrations based on old nautical and botanical etching styles was used to portray the stories and characters of Tasmania. These illustrations were then given an odd quirky feel to inject the light sided humour of MACq 01.

Each of these stories was placed on every door of the hotel.

Daniel Farrugia

0409 742 830
danfaru@gmail.com