Melbourne Music Week’s 2021 brand identity centers on a high-contrast visual system featuring vibrant purple and yellow color blocking paired with bold, clean typography. This graphic design approach extends across a variety of festival touchpoints, utilizing wheatpasted posters, street-level asphalt installations, and dynamic motion graphics to integrate the event branding into the urban fabric of the city.
Developed by Play On Play, the identity leverages a modular aesthetic that allows the festival’s scheduling and artist information to remain legible whether viewed on digital billboards or as environmental installations. FASHGIF contributed the motion-based elements, which lean into geometric animation styles. Documentation by photographer Josh Robenstone captures the branding’s presence in public spaces, highlighting the interplay between the crisp graphic design and the textured architecture of the festival’s surroundings.
