Geelong Design Week 2024 Branding<p></p>
History
Location
Festival-wide collateral (print, digital, motion, signage) throughout the city, and onlineExtent
Festival branding system including pattern design, print/digital applications, and motion graphicsStart date
2024-11-21End date
2024-11-30Research statement
Background Driven by the research question – How can iterative Research through Design (RtD) processes translate the natural, cultural, and built environment of Geelong into a cohesive visual identity for an international design festival? – this project investigated how design language can embody place identity through abstraction, pattern, and symbolism. Contribution Commissioned and funded by Creative Geelong, the project produced the official branding for Geelong Design Week 2024. Through iterative RtD processes of collection, simplification, and prototyping, imagery of Geelong’s architecture, flora, and coastline was abstracted into a modular archive of shapes and symbols. This archive became the basis for the festival’s core pattern, refined through multiple colour and form studies to balance vibrancy and clarity. The branding extended across all GDW 2024 collateral, including print, digital, and motion graphics, establishing a consistent and recognisable identity for the program. Significance As the official branding of UNESCO’s Geelong Design Week, this project holds significance as a publicly visible, internationally significant commission. Its adoption across the city and international promotion of the festival evidences its validation by both Creative Geelong and the GDW curatorial committee. By translating local natural and cultural features into design language, the project demonstrates the role of RtD methodologies in shaping place identity, strengthening civic pride, and positioning Geelong within the global UNESCO City of Design network.Event
Geelong Design Week 2024Publisher
Creative Geelong / UNESCO Geelong Design Week 2024Place of publication
Geelong, AustraliaUsage metrics
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