Melbourne Fashion Week

Branding, Strategy & Art Direction

A new identity and campaign direction for Melbourne’s premier fashion festival. Seeking to connect with and gain the respect of the fashion industry, the updated branding included a name change, a simplified mark and flexible system to adapt to the trend driven industry.  

Art Direction & Design — Leah Procko

Co-Creative Direction — Jonine Standish

Photography — Jo Duck

Studio — Round, 2017

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©2020  Leah Procko