The brief for this project was to develop a visual identity for the 2022 AGDA design awards exhibition, using the prompt “Design is…”. ‘Design is Intentional’ was my response to the brief and this theme has been incorporated throughout the design process in the ways that elements were chosen, arranged and interacted with one another. The main priorities in this design were simplicity and recognisability in order to deliver a bold and assured visual identity.
To achieve this, the colour pallet was limited and a striking title treatment served as the focal point of the design. The structure and boldness of the text were used to ground the design and assert a sense of rigidity, emphasised by a wide grid layout.
The flexibility of the title treatment’s implementation was useful when considering the purpose of each deliverable. For the Instagram post it added intrigue and accompanied by the bright red, was able to capture and retain audience’s attention. The exhibition wall was more explicit, displaying the entirety of the title, and the exhibition guide allowed it to retreat as a background element.
By maintaining focus on intentionality throughout the design process, there was a confident and firm tone of voice, successfully addressing the theme and ensuring a cohesive audience experience.
