The Approach
The creative direction was rooted in the culture it was speaking to. Rather than a corporate or institutional aesthetic, I leaned into the DIY, grassroots spirit of the music industry, using hand-drawn typography and a visual language that felt human, tactile, and alive. The guide needed to feel like it came from within the music community, not handed down to it.
The project began with the 120+ page document before expanding into an interactive website, built around a clickable map illustrated by Steph Hughes, allowing users to navigate the resource intuitively. From there, the design system extended across print, posters, social media assets, and promotional materials for Bigsound, one of Australia's most prominent music industry conferences. Each format required its own considered approach while maintaining a consistent, cohesive identity throughout.
