Melbourne International Flower and Garden Show

Brief
The Melbourne International Flower and Garden Show has history and a large audience, what it does lack is consistent timeless branding. It requires an updated visual brand, including a new set of brand marks, a colour palette, illustrations, typography, and a written style guide.

Solution
To design a brand mark, I have leant into the Australiana. The wordmark uses all caps to keep the very long title as simple and legible as possible. The typeface itself has rough organic edges to emphasize the natural theme of the show. The figure mark is in the form of a gum blossom. The cap of the blossom alludes to the dome of the Royal Exhibition Building, inside the mark there is also the shape of Australia in the light, the acronym of the show hidden among the stamens.