Locations

SML AUS
1 Kent Lane
Melbourne VIC 3181

SML USA
145 East 74th Street #PHC
New York NY 10021

A City
Reimagined

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.

Project Scope

Strategy
Branding
Identity
Digital
Print
Wayfinding
Signage

Awards

Gold / Identity
Graphis Design 2019

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