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