Project Overview
Arts Centre Melbourne wanted to revitalize and unify the Spiegeltent brand, highlighting the broad scope of the range of shows. Drawing inspiration from both the cheeky, playful vibe of the many circus, burlesque & cabaret performers and the vintage aesthetic of the Spiegeltent itself, we created a versatile visual identity to apply across print, outdoor & online.
Project Commissioner
Project Creator
Team
Studio Jack
Director - Jarrod Carland
Senior Designer - Nathan Toovey
aka Australia
Director - Kendra Reid
Account Manager - Nicole Howard
Project Brief
The Spiegeltent has been, in various incarnations, a staple of the Melbourne Arts Calendar for many years, so much so that there are now various different 'spiegeltents' in Melbourne, often at the same time. The challenge was to create an identity that was unique to the 2013 Arts Centre Melbourne season, and relevant to the style of the side show acts which perform within it.
Project Need
We worked to create more than just a logo, but developed an entire concept which would be flexible across many different mediums. We created a 'hero poster' program guide to display all of the 70+ acts, which in turn was flexible enough to highlight certain acts that were coming up or playing in the current week's press.
Where a general clean brand was needed, a vintage marquee sign style was developed. This took the place of key imagery (while still remaining on-brand) for outdoor applications such as tram signage.
Design Challenge
The main challenge was to create a brand that encompassed 70+ unique shows spanning multiple performance genres, while still being flexible enough to adapt as the campaign progressed. The aesthetic had to have broad appeal, yet still convey the quirky, vaudevillian vibe that is the signature of the Spiegeltent offering.
Sustainability
The Speigeltent program was designed and printed in Melbourne, printed by a local printer certified with the FSC® chain of custody (CoC). Printing & distributing locally ensured a low carbon footprint for the job.
Advertising - Print
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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