Art Direction
Graphic Design
The project involved the development of a new art direction for Ultra Australia that reinvigorates brand personality for a speculative context. The creative strategy was to develop a visual language direction that resonates with a specific audience within festival culture in Australia.
Focusing on typography and minimalist composition, the departure from conventional poster formatting activates the negative space and increases visual impact. The graphic element overlay is a nuanced representation of sound waves, and the application of a half tone treatment was intended to communicate the texture of commercial stereo speaker covers, which integrates elements of the brand environment.
