MAUD

Hosted over 10-days and featuring Australia’s most loved designers; the festival’s mission is to be the most inspiring fashion experience, helping to unite the fashion lovers of Australia.

In 2021, having recently parted ways with their long-term naming partner, MFF approached us to restyle their identity to better fit their needs. Forming a harmonious relationship with their new naming partner, while simultaneously expressing their desire to be seen as an eclectic centre of contrasting, and complimentary, tastes and trends.

Our response was a simple and elegant identity that sought to divest of the visual tropes and behaviours of other fashion events. Pairing dissimilar typefaces and arranged to sit proudly at the centre of MFF’s communications, acting as an open invitation to potential attendees of the festival.

Contrasty, a series of alternative arrangements, and abbreviated logos, were also created to add further depth and sophistication, and were applied to a series of merchandise and event collateral. 

And finally, in reference to the constantly changing landscape of Australian fashion, the ‘fashion’ elements of the logo is encouraged to adapt and change to reflect the artistic milieu of the creators themselves.