Sydney Road Party
Event Identity
Each year Sydney Road in Melbourne gets turned into a major street party and a completely new design is used to promote the event. Decades of immigration to the neighborhood has created a huge diversity of food, music, and fun for attendees of all ages. With the bright summer sun shining down on the energetic party, it needed a bold identity to create interest and feature throughout the event.
Concept work for a student project.
After brainstorming around the features of the event, the chosen design concept makes the most of an identity that is intended to be used for a short period, with bright colors and shapes drawn from confetti representing the bold diversity and energy of the event.
The first things created where a custom typeface and graphic elements that were completely shape based. These elements created a unique brand used across multiple event platforms for a cohesive presentation.
After creating the typeface and graphic elements an event flyer was designed, a double sided informational piece that could be distributed in the months leading up to the event. Various layouts, type locks, and combinations were trialed before settling on the final version which used only the type lock on the front and featured the graphic confetti on the back.
Posters were then created using the same basic elements, while also expanding the brand to present more information.
Finally, the brand was rolled across other event collateral that would be used both before and during the event. This allows for cohesive presentation across all touch points with the event.
