Melbourne Art Fair

Brief

Australia's most prestigious art event had been running for over 20 years and needed a more contemporary identity and a consumer campaign with real impact.

Solution

Our simple, elegant design was matched with an image concept that sets a neon sign in various iconic parts of the city.

Impact

The resulting event saw the strongest turnout for both galleries and visitors in years and positions the fair as the preeminent art event in Australia.

The locations for the images of the fair aimed to express the real, human culture of the city.

The series of images would be incomplete without a pub in Fitzroy.

The Fair is held in the amazing Royal Exhibition Building, a Victorian era grand exhibition hall.

The simple, elegant design of the brand sits comfortably in the heavily decorated, articulated space

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