It’s 2018. Dark Mofo is single-handedly powering Tasmanian tourism and cultural experiences are the new status symbol.


How do you reinvigorate design for a mass audience?


Accessing design.


Sydney Design Festival is an annual event curated by the Museum of Applied Arts and Sciences (MAAS). The festival exists to ‘push design forward’ and in 2019, it set out to achieve this through the theme of ‘accessibility’. This theme aimed get more people to actually attend events. Rather than preaching to the inner city set that goes every year, the festival wanted to draw in a broad cross section of Sydneysiders of diverse backgrounds, abilities and interests.


Design is often positioned as understood only by the privileged few. The campaign identity set out to debunk this by showing there’s no ‘right way’ to define design. MAAS has an incredible collection of objects – from toys to technology, furniture to fashion. The logo evolves to communicate the breadth of the collection, who it’s for, and the way it makes people feel. With endless iterations, the campaign identity shows that design is many different things, and relevant to many different people.

Something for everyone.


See design everywhere.


Great design can be found in many objects we use every day, so the campaign appeared on everything from coasters to coffee cups and merchandise in the MAAS store. The cumulative effect is a campaign that’s inclusive, a little irreverent, and positions design as something that can be experienced and enjoyed by absolutely everyone.


It’s your festival.


The evolving logo enabled the creation of mini festivals within the festival, designed to connect with specific audiences. For example, the tongue-in-cheek Sydney Cheapskate Festival collated all the free events and was advertised on Uni campuses, while the Sydney Ankle Biter Festival promoted child-friendly events to families in the outer suburbs.


Thanks to

Mitch Viney