Brand Identity and Graphics Kit for Venue
OBJECTIVES
We were honoured to be commissioned to design the brand identity for House Of Oz, the Australian stage at this year's Edinburgh Fringe Festival. Congratulations to the whole team of producers, creatives, curators and performers as it won the prestigious 'best venue' award. Danielle and Adrian, the event executive producers engaged Ulysses Design Co to create a playful, inclusive and authentically Australian identity for the venue. Leaning on our Australian heritage we hand lettered the wordmark and created a graphics kit of hand drawn icons for use throughout the venue and marketing campaign.
DELIVERABLES
Brand Identity
Signage
Graphics Kit
Style Guide
STRATEGY
The venue programming and target audience for House Of Oz was eclectic and inclusive. It ranged from children's entertainment to drag. Our brand strategy was to create an identity that would appeal to all of these audiences and leave them with a sense of fun and wonder.
PROCESS
We were inspired by 90s Australiana design from artists such as Ken Done and Jenny Key. We love their use of bold colour, childlike illustrations and hand drawn typography. We used this inspiration to hand letter the House Of Oz wordmark and graphic elements. We create a custom wordmark with high contrast letters, wide bottoms and irregular placement. We designed an extended colour palette of 7 colours and used one for each different letter. This gave a super fun, bubbly and excitable feeling to the branding to represent the vibrant cultural program of House Of Oz.
DESIGN
To complement the wordmark, we hand drew a graphics kit of illustrations to represent Australia. This featured native animals, plants, instruments and landmarks. We wanted to promote racial inclusivity and body positivity so the human forms we created were irregular and playful.
The logo was used as signage to brand the venue facade, stage and beer garden. The graphics kit was used throughout the venue and marketing campaign to create an immersive, Australian experience.
The result was House Of Oz winning ‘best venue’ at Edinburgh Fringe Festival 2022.
