05/08/2026
Something l👀ks off...
I was in Melbourne recently and this Specsavers takeover at St Kilda Junction immediately caught my attention. Cropped logos, broken layouts and words disappearing across buildings. Everything looks wrong on purpose, which makes you stop, look again and complete the joke yourself.
Specsavers is close to home for me because Mum has worked with the brand since it launched in Australia. What I love most about this ex*****on is the confidence and restraint. Strong typography, generous white space, a distinctive visual system and a willingness to let the work feel uncomfortable.
It does not over explain the idea. It trusts people to get it.
More brands should trust a simple idea with this much cut through.