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Richard Roxburgh, Damon Herriman and Toby Schmitz star in the internationally award-winning play ART — a razor-sharp comedy exploring friendship, ego and the chaos sparked by a single opinion over a white painting.
The brief was to develop a clean, minimal identity that reflected the simplicity of the artwork itself. The concept centred on the idea of a “blank canvas” creating a neutral yet intentional platform that invites the play’s cast to explore their individual perspectives.
The identity was designed to be both restrained and adaptable, allowing it to flex seamlessly across social, digital, web and front-of-house applications while maintaining a strong and cohesive brand presence.
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To keep the creative fresh and engaging, the identity was applied with flexibility across a range of executions. Expressive line drawings were introduced to add character and subtly extend the narrative of the play, offering moments of visual storytelling.
The brand system was rolled out across a wide range of front-of-house applications, including large-format hanging banners, digital screens, lightboxes and printed posters, ensuring a consistent and impactful presence throughout the venue.
At its core, the visual language remains clean and pared back. The stripped-back aesthetic acts as a clear, honest framework that allows the personalities of the characters to take centre stage.
The website landing page adapts the key artwork into a landscape format, maintaining the integrity of the identity while optimising for digital.
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