State of Design Festival 2011

When we pitched for this project, we set ourselves a challenge: We pledged to create an identity that could be equally as appealing and accessible to any demographic or design discipline. It required a distinctive creative idea that would aptly embody Victoria’s premier design festival as it explores this years theme Design That Moves.

Our solution centred on a series of primary, symbolic shapes shown in a state of perpetual transition. Explored as fluid moving forms on screen, the shapes were captured in various states of change in print, highlighting the way simple things become complex, and visa versa. Reflecting the underlying challenge of form and shape common to every design discipline, the campaign allowed the audience to either project their own sense of meaning onto the symbolic forms, or simply appreciate them for what they were.