University of Newcastle, NSW - Graduate Arts Festival Full Brand Development:

As the creative lead for the University of Newcastle’s 2025 Graduate Arts Festival, I managed a team of 15 international students to develop and deliver a cohesive visual brand identity. Our goal was to create a unifying design system that celebrated the diversity of disciplines, ranging from fine art and performance to media and design, while maintaining a consistent visual language across all festival materials. We implemented a modular brand architecture that allowed each sub-discipline to express its unique character through tailored color palettes and iconography, all anchored by a shared typographic and layout system. This approach ensured that the festival's identity was both flexible and cohesive, resonating with a broad audience and reflecting the innovative spirit of the graduating class.

Beyond design, I facilitated cross-cultural collaboration within our international team, fostering an environment of inclusivity and shared creative ownership. We engaged in iterative workshops and feedback sessions, ensuring that each team member's perspective was valued and integrated into the final output. The resulting brand identity was applied across various platforms, including digital assets, print materials, and environmental graphics, effectively unifying the festival's presence and enhancing its visibility. This project not only showcased our collective design capabilities but also demonstrated the power of collaborative creativity in producing a compelling and inclusive brand experience.