Melbourne Fashion Festival
MAUD, 2023
Fashion is never still. It shifts season to season, culture to culture, moment to moment, defined less by what it is than by what it is becoming. Any identity that attempts to capture it risks the same fate as last season's cover: dated before the ink is dry.
The Melbourne Fashion Festival identity solves that problem by embracing it. Rather than fixing the brand to a single resolved mark, the identity was designed to move. The logo adapts continuously, reflecting the transient, ephemeral nature of the industry it celebrates, always recognisable, never quite the same twice.
The result is an identity that behaves the way fashion does. Present, confident, and already thinking about what comes next.
Completed while Executive Creative Director at MAUD, alongside Ricky New and Rose McEwan. Photography courtesy of Dan Castano.