1 Kent Lane
Melbourne VIC 3181

145 East 74th Street #PHC
New York NY 10021

Reimagining a city for one night

White Night

For one night in Melbourne, the city is reimagined through installations, lighting, exhibitions, performance, film, music and more taking over the city’s streets, laneways, parklands, public spaces and cultural institutions. White Night also includes three regional events in Ballarat, Bendigo and Geelong.

The Identity for White Night transforms the mark into a ‘lighting rod’ that represents the artistic journey of art and light with imagination that has no boundaries. The mark merges the letters WN into a single form, with the angled slash of striking light that can change in length according to each application. Designed as a series, that is colour coded to represent each city, the ‘slash’ also works as a split screen to juxtapose projected art images or background colours with the palette inspired by night skies.


Gold / Identity
Graphis Design 2019

“SML has shown a proactive and professional approach in their design work with Visit Victoria and we have had very positive feedback with the design of White Night.”

Patrizia Fimiani

Project Manager | Visit Victoria

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