Merivale — ivy
Merivale — ivy
Capturing the art of the guest experience for Australia’s premier hospitality group. A focus on the atmosphere, texture, and soul of the brand.
Capturing the art of the guest experience for Australia’s premier hospitality group. A focus on the atmosphere, texture, and soul of the brand.
Creative Direction Project
Creative Direction Project
Nightlife
Sydney
©
Project Overview
Merivale is one of Australia’s leading hospitality operators, known for shaping premium venues and large-scale nightlife experiences.
Within its portfolio, ivy Sydney stands as a flagship destination. A multi-level venue with eight bars and Sydney’s only rooftop pool club, ivy delivers a layered experience across Thursday to Sunday, combining international DJs, themed programming, and high-production environments.
Building on an already strong internal foundation, the focus was to further unify ivy’s visual system and refine how the brand was expressed through a cohesive Merivale lens. The objective was to bring alignment without flattening the individuality of each event, positioning ivy as a clear market leader.
Merivale is one of Australia’s leading hospitality operators, known for shaping premium venues and large-scale nightlife experiences.
Within its portfolio, ivy Sydney stands as a flagship destination. A multi-level venue with eight bars and Sydney’s only rooftop pool club, ivy delivers a layered experience across Thursday to Sunday, combining international DJs, themed programming, and high-production environments.
Building on an already strong internal foundation, the focus was to further unify ivy’s visual system and refine how the brand was expressed through a cohesive Merivale lens. The objective was to bring alignment without flattening the individuality of each event, positioning ivy as a clear market leader.
Challenges
The focus was on cohesion across a complex content ecosystem.
Content was largely driven by individual promoters, each representing different event nights such as ivy Thursdays, Boogie With Us, WAO Superclub, Above, and Lost Sundays. While each carried its own identity, the overall presence felt fragmented.
The brand was visible, but not singular. Each night spoke, but not always in the same language.
There was an opportunity to introduce a clearer visual system and creative direction that could unify outputs while still allowing each event to retain its edge.
The focus was on cohesion across a complex content ecosystem.
Content was largely driven by individual promoters, each representing different event nights such as ivy Thursdays, Boogie With Us, WAO Superclub, Above, and Lost Sundays. While each carried its own identity, the overall presence felt fragmented.
The brand was visible, but not singular. Each night spoke, but not always in the same language.
There was an opportunity to introduce a clearer visual system and creative direction that could unify outputs while still allowing each event to retain its edge.
Photo Gallery
Conclusion
A unified creative direction was established to align all content under a single, recognisable ivy identity.
Content production was structured across the venue, guided by a framework spanning both stills and video. This created consistency in tone, composition, and delivery without restricting creative variation.
The approach shifted from documenting attendance to articulating intent. Content prioritised atmosphere, music, movement, and environment, focusing on why people attend rather than simply who was present.
The result was a more cohesive and considered content system.
One identity. Multiple expressions.
A unified creative direction was established to align all content under a single, recognisable ivy identity.
Content production was structured across the venue, guided by a framework spanning both stills and video. This created consistency in tone, composition, and delivery without restricting creative variation.
The approach shifted from documenting attendance to articulating intent. Content prioritised atmosphere, music, movement, and environment, focusing on why people attend rather than simply who was present.
The result was a more cohesive and considered content system.
One identity. Multiple expressions.
Explore More
Explore more creative direction projects that helped brands steal the spotlight.
Explore more creative direction projects that helped brands steal the spotlight.
©
2026
matthewherrophotography.com
All rights reserved.
hello@matthewherro.com
©
2026
matthewherrophotography.com
All rights reserved.
©
2026
matthewherrophotography.com
All rights reserved.
©
2026
matthewherrophotography.com
All rights reserved.