Hofstede Design (1996—2015) was Heath McCurdy, Wendy Ellerton, Hege Olsen, Andrew Tesdorpf, Paul Scanlon, Frits Bovill, Liz Cox, Sash Fernando, Tess Copeland, Sally Brownbill, Margaret Schmidt, Tim Royall, Ben Jennings, Tomas Sabbatucci, Paul Mylecharane and Dominic Hofstede. We also acknowledge the many clients, suppliers and colleagues who contributed to a rich and creatively rewarding two decades. Dominic Hofstede is now the Design Director of Maud Melbourne. Click anywhere to view the archive.

1800 Hofstede


InForm is an architectural design and building firm established in 1996. The subsequent decade and a half has seen an increasingly fragmented new home market in Australia, with a flood of choices ranging from small boutique businesses to large-scale volume builders. Facing ever-increasing competition and tough economic conditions, InForm appointed residential architects Pleysier Perkins to oversee a rejuvenation of the company’s design range specifically, and to review all aspects of the brand more broadly.

Following a recommendation from Simon Perkins, our role developed and expanded in a similarly organic, collaborative manner. An extensive and rigorous analysis stage identified a concise set of brand values for InForm, concepts expressed in an elegantly restrained system aimed at a design-aware audience. The program has been rolled out across printed, digital and environmental forms.

Image: Rhiannon Slatter