Year
2023
Client
MELBOURNE ROYAL
Category
EVENTS
Product Duration
4 MONTHS
We explored the Melbourne Royal Show’s visual history to understand what makes it so loved. Our focus was on maintaining familiarity while modernising the look and feel. We studied crowd flow, scale, and visibility to ensure the identity worked in real environments, from banners and signs to social posts and print materials. We also researched festival design systems that balance fun and functionality.
The design system embraces expressive colour, confident type, and clear hierarchy for maximum legibility and impact. Graphic illustrations and simple iconography bring moments of playfulness without overwhelming the core brand. The identity feels fresh and energetic while staying true to the show’s inclusive, family-friendly roots.
We rolled out the brand across physical and digital platforms, ensuring consistency and clarity at every scale. From outdoor signage to printed materials and online assets, every element was tested for visibility and cohesion. The final result delivers a unified, engaging identity that feels distinctly Melbourne; bright, welcoming, and full of life.
The concept bridges past and present. It draws inspiration from the nostalgia of the show’s history and reimagines it with a contemporary feel. The identity captures the excitement, movement, and community spirit of the event through bold typography, dynamic layouts, and a lively colour palette that celebrates joy and connection.
