148mm x 210mm
Frosted Acrylic front and back cover
176 pages,
12 chapters, 12 sections sewed,
5 paper stocks
Typeset in Helvetica Neue & Aquawax fx
Binding by @melbourneschoolofbookbinding
Awarded: Graduate Capstone Project RMIT
It is an explorative and evocative viewing experience, leaning on speculative questions about our current cultures. The social design goal is not to pose opinions, but to allow for inference to communicate many possibilities for humanity.
In representation of visual lawnguage, it was important to communicate that these concepts are not definitive and require the audience to draw their own observation. Our future is therefore presented as uncertain, neither night or day, or black and white. This resulted in a choice for varying grey paper stocks.
In curation of imagery I focused on bridging themes of human origins and speculative futurism. The goal was to create a tension between people yielding, digital influence and those resisting it, further playing into into the comparative themes of Adam and Eve.
This is clear through contrasting visuals of natural, primordial landscapes versus structured, brutalist city scapes. In addition the grey paper that it is printed on alters the hue of the imagery, creating undertones silvery undertones that feel warm and mythical, but equally cold.
The objective of this project was to create a typographic led Art Direction to promote their ongoing series called ‘Novel Presents’. The success of the work has been determined based on creating a variety of artworks that manages to deviate each week. Focus is placed on representing the primary artists, whilst concisely communicating key information and retaining a consistent design application for the audience.
A reductive approach has been considered in an attempt to distinguish the works from other competition. It was important to create a structure that could be adapted quickly for deadlines, or rapid changes to the information. This informed a series of pivoting compositions.
The colours are considered for each event based on abstractions of the selected location, artists and sonic pallete of the music curation.
The typography choice is to retain their previous art direction as the grounding element to their past collateral.
Photography: Charlotte Hansel
To create a logo system for the brand, we focused on creating an identity surrounding his artist story and personal style to house future music releases.
“The term ‘Dance Power’ could mean so many things to different people. For the me, it represents my livelihood, the coming together of friends, a rush of serotonin, an obsessive passion and most importantly a sense of belonging and purpose.” - Upper90
In extension of this idea, the Brand Marque is heavily inspired by flying creatures in the form of their wings. This draws reference to dancers in the an audience of a club enviroment.
The Word Marque strikes as powerful and emotive, voicing the future musical direction of the label. A contempory basis of geometric letters provide a sense of structure, whilst distinct gothic script ligatures confront the old.
This balance in expression and rigour has established a successful foundation for brand, housing Luca’s vision and a future community.
Today the building offers world-class restaurants and bars, design studios, and fashion enterprises. Naturally attracting the likes of local Melbourne creatives.
To establish this brand successfully, the brief was informed by creating an identity that stands out from surrounding businesses, and popular liquor packaging. Additionally, it was important to create a sense of interest for future customers.
The chosen name ‘Civil State’ represents a cultural sphere for people and their discovery of Gin. Supporting copy ‘Gin & Company’ is a phrase with dual meaning to relate this concept.
In execution, the design uses layering techniques to illustrate this experience of uncovering the cultural sphere. Secondly, dark purple-on-orange colour thinking conveys a sense of mystery, similar to the atmosphere of Curtin House.
Appropriately, this work displays how to examine the culture of a particular space and represent the design language in an alternative direction.
The direction showcases a relationship between two design principles. ‘Form & Function’ and their dynamic relationship. This is clear in the logomark challenging the very core of this concept.
To achieve this, the identity can be seen as an everchanging system that utilises expansive patterns and markers. The visual language goal was to support key imagery of the collection, but allow it to stand alone providing just as much impact.
To showcase how the visual communication could be applied. The assets have been worked across various spatial settings including wayfinding, didactics, merchandise and promotion.
Client: Upper90
Now based in Berlin his fans are a mix of Australian and European listeners, where the goal was to draw attention to his personal brand which is naturally his image.
This was acheived by creating a gradual reveal, beginning with the announcement of his single artwork first, (white) and full EP cover second (blue).
Additionally, it was important to reference the name and capture the artist’s sonic palette representing qualities of emotion and ethereal atmospheres. This was treated with a delicate typographic approach and image selection.
To reference the title name, a vinyl sticker, cutting away part of the artist’s face. Gives the illusion that he is the dream catcher.
Retaining a blue colour aestic was another factor crucial to the success of the project.
Now based in Berlin his fans are a mix of Australian and European listeners, where the goal was to draw attention to his personal brand which is naturally his image.
This was acheived by creating a gradual reveal, beginning with the announcement of his single artwork first, (white) and full EP cover second (blue).
Additionally, it was important to reference the name and capture the artist’s sonic palette representing qualities of emotion and ethereal atmospheres. This was treated with a delicate typographic approach and image selection.
To reference the title name, a vinyl sticker, cutting away part of the artist’s face. Gives the illusion that he is the dream catcher.
Retaining a blue colour aestic was another factor crucial to the success of the project.