U-P PHOTO 2022

  • Pou Auaha / Creative Director
  • Ringatoi Matua / Design Director
  • Kaitautoko / Contributor
  • Client
    Photo Australia

Photo Australia is Australia's largest photography event, extending its reach from Melbourne to various cities in regional Victoria, forging partnerships with over 50 cultural, education, industry, and government entities. For the second consecutive year, U-P was entrusted with the design of the festival's identity, marketing materials, exhibition graphics, and website.

Given the participation of 123 diverse artists in PHOTO 2022, it was imperative for the identity to reflect the multiplicity and richness of the program. Departing from a singular hero image approach, the identity featured a dynamic selection of rotating images from multiple artists that encapsulated the festival's overarching theme of "Being Human." Collaborating with Swiss type design studio Dinamo, U-P customised one of their existing typefaces, resulting in an original font specifically tailored for PHOTO: Whyte Photo. While the image treatment celebrated diversity and multiplicity, the consistent use of this unique typeface provided cohesion, clarity, and a conversational tone. The festival identity deviated from the conventional practice of altering the design for each festival, opting instead for a consistent and cohesive approach.

The festival's outdoor program played a central role, with artists commissioned to create large-scale site-specific works displayed prominently on Melbourne's iconic buildings. The design brief for outdoor signage and advertising necessitated a delicate balance of being visually striking while remaining accessible to effectively communicate festival and artwork details.

In addition to the visual elements, U-P undertook the design and development of the festival's website, which served as a comprehensive platform for showcasing over 90 exhibitions and more than 100 events. The website design had to be adaptable and flexible enough to accommodate various content streams and seamlessly transition through different festival phases, from pre-launch to post-launch. Apart from presenting the events and exhibitions, the website featured a festival program calendar, artist profiles, interactive maps, venue information, curated guides, virtual tours, and interviews, ensuring a rich and immersive online experience for visitors.