2007 Melbourne Fringe Festival

In March 2007 the studio was appointed to develop the image identity and collateral for the 2007 Melbourne Fringe Festival.

A cultural fringe festival is an exciting graphic design and communication brief. By the very nature of being the “fringe“ event on the cultural landscape, there is an expectation for exciting thinking and innovative outcomes.

We felt that festival identity could be found within the do-it-your-self theme that informs many aspects of modern life. As individuals we are driven to self style, shape and customise our possessions, living spaces, and experiences. The proliferation of DIY content, reality televisions and abundance of choice allows one to enjoy, express and prosper in terms of self expression and self realisation.

The notion of D.I.Y. in contemporary culture shaped a presentation that explored a theme developed by philosopher Carl Jung — that everyone is a designer.

We presented a mash of ideas that touched on avatars, adult cutie toys, MacPaint, DIY design kits, pixels, default design tools, designing like a non-designer, big dots, more toys, a comedy developed by British actor and comedian Steve Coogan, the colour cyan, a clunky futuristic event brand, a finely developed event typeface and the notion of beautiful ugly.

We wanted a festival image that a school kid, a wayward mum, or earnest businessman with a pair of scissors could produce. We wanted to develop a curious and cute (by true definition) image that offered the public an enguaging alternative to the raft of polite graphic solutions that seem to dominate cultural and public events — a campaign that would bring a smile to Melburnians and its cultural endeavours.

The studio produced a vast suite of promotional materials including a comprehensive website programme, posters, flyers, apparel, banners, signs, and digital graphics to be rolled out across Melbourne in September and October.

Happy Fringe Melbourne.

Brand and festival image

Brand and festival image

Café poster

Café poster

Café poster

Café poster

Tram poster

Tram poster

Newspaper insert

Newspaper insert

Newspaper insert poster

Newspaper insert poster

Street poster – two sheet

Street poster – two sheet

Street banners

Street banners

Street banner – detail

Street banner – detail

Staff apparel

Staff apparel

Ticketing, flyers and event collateral

Ticketing, flyers and event collateral

88 page festival guide and programme

88 page festival guide and programme

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