I led the creative approach and design of the winning pitch, which informed the design and execution of the overall branding of the Victory Pier development and its 3 phases. As Art Director, I oversaw the design and completion of all development materials for the 3 phases. I crafted the individual brands from my initial concept, which composed of horizon lines as a visual element to create unique patterns for each phase. I designed the cover patterns with vibrant holographic colours complemented by the rich deep blue water at dusk or dawn. To complete the project I led a team comprised of a senior, middleweight, and creative artworker.
MY ROLE IN THE PROJECT
I used a holographic foil to represent the colours of the reflections created on the water when the sun is low in the sky.
The hoarding used a combination of techniques to achieve the desired effect, including built-up acrylic lettering, coloured LEDs and copper vinyl.