Rising: Festival
MAUD, 2020
Rising is unlike any other festival in Australia. City-wide, deliberately difficult to categorise, and timed to commence in depths of Melbourne winter; a celebration of emerging art, music and performance that takes place precisely when the city feels least inclined to celebrate. That tension is the point.
Devised by Creative Victoria in 2020, Rising asked a fundamental question of its identity from the outset. How do you represent resurgence? How does a brand embody the particular energy of something pushing through darkness toward light, of culture reasserting itself against the cold and the quiet?
Working directly with Artistic Directors Hannah Fox and Gideon Oberzanek, the identity was developed as a genuine collaboration between design and curatorial vision. The result reflects both the festival's winter timing and its animating spirit. Something raw and alive. A brand that feels less like it was designed and more like it emerged — which, given what Rising is asking its audiences to experience, is exactly right.
Completed while Creative Director at MAUD, Tom Feathers and Ross Paxman.
Strategy by Georgina Milne and Fushia O’Hara. Website design by Exhibitionist. Illustration on jacket by Aunty Zeta Thomson.
Strategy by Georgina Milne and Fushia O’Hara. Website design by Exhibitionist. Illustration on jacket by Aunty Zeta Thomson.