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Melbourne Spring Racing Carnival

Melbourne Spring Racing Carnival

Melbourne Spring Racing Carnival

Melbourne Spring Racing Carnival

Melbourne Spring Racing Carnival

The Melbourne Spring Racing Carnival is Australia's most prestigious horse race event, where the immaculately dressed come out to play in an electrifying atmosphere. Locally known as "the race that stops a nation" each year, NAB host a marquee in the Birdcage - which features fashion, dining and toasting with top-shelf beverages. The race day party is an institution in its own right - known as the most desirable event on the Australian social and cultural calendar.

strategy
I developed the overarching brand and a series of printed, digital and animated invitations with the intention of giving attendees a feel for the marquee space. With the theme Garden Conservatory,  I worked collaboratively with the interior team to create a sophisticated feminine feel. A stamped decorative typeface paired with copper foil embossed accents and triplex gilded edges created the premium look for the printed invitations.

The Melbourne Spring Racing Carnival is Australia's most prestigious horse race event, where the immaculately dressed come out to play in an electrifying atmosphere. Locally known as "the race that stops a nation" each year, NAB host a marquee in the Birdcage - which features fashion, dining and toasting with top-shelf beverages. The race day party is an institution in its own right - known as the most desirable event on the Australian social and cultural calendar.

strategy
I developed the overarching brand and a series of printed, digital and animated invitations with the intention of giving attendees a feel for the marquee space. With the theme Garden Conservatory,  I worked collaboratively with the interior team to create a sophisticated feminine feel. A stamped decorative typeface paired with copper foil embossed accents and triplex gilded edges created the premium look for the printed invitations.

The Melbourne Spring Racing Carnival is Australia's most prestigious horse race event, where the immaculately dressed come out to play in an electrifying atmosphere. Locally known as "the race that stops a nation" each year, NAB host a marquee in the Birdcage - which features fashion, dining and toasting with top-shelf beverages. The race day party is an institution in its own right - known as the most desirable event on the Australian social and cultural calendar.

strategy
I developed the overarching brand and a series of printed, digital and animated invitations with the intention of giving attendees a feel for the marquee space. With the theme Garden Conservatory,  I worked collaboratively with the interior team to create a sophisticated feminine feel. A stamped decorative typeface paired with copper foil embossed accents and triplex gilded edges created the premium look for the printed invitations.

The Melbourne Spring Racing Carnival is Australia's most prestigious horse race event, where the immaculately dressed come out to play in an electrifying atmosphere. Locally known as "the race that stops a nation" each year, NAB host a marquee in the Birdcage - which features fashion, dining and toasting with top-shelf beverages. The race day party is an institution in its own right - known as the most desirable event on the Australian social and cultural calendar.

strategy
I developed the overarching brand and a series of printed, digital and animated invitations with the intention of giving attendees a feel for the marquee space. With the theme Garden Conservatory,  I worked collaboratively with the interior team to create a sophisticated feminine feel. A stamped decorative typeface paired with copper foil embossed accents and triplex gilded edges created the premium look for the printed invitations.

The Melbourne Spring Racing Carnival is Australia's most prestigious horse race event, where the immaculately dressed come out to play in an electrifying atmosphere. Locally known as "the race that stops a nation" each year, NAB host a marquee in the Birdcage - which features fashion, dining and toasting with top-shelf beverages.

strategy
I developed the overarching brand and a series of printed, digital and animated invitations with the intention of giving attendees a feel for the marquee space. With the theme Garden Conservatory,  I worked collaboratively with the interior team to create a sophisticated feminine feel. A stamped decorative typeface paired with copper foil embossed accents and triplex gilded edges created the premium look for the printed invitations.

disciplines
creative direction, branding, identity design, print direction, invitation and stationery design, packaging, storyboarding, animation direction, digital and website design, e-marketing, and signage.

disciplines
creative direction, branding, identity design, print direction, invitation and stationery design, packaging, storyboarding, animation direction, digital and website design, e-marketing, and signage.

photography
Mark Lobo      Lucas Dawson      Marcel Aucar

disciplines
creative direction, branding, identity design, print direction, invitation and stationery design, packaging, storyboarding, animation direction, digital and website design, e-marketing, and signage. 

photography
Mark Lobo      Lucas Dawson      Marcel Aucar

disciplines
creative direction, branding, identity design, print direction, invitation and stationery design, packaging, storyboarding, animation direction, digital and website design, e-marketing, and signage.

disciplines
creative direction, branding, identity design, print direction, invitation and stationery design, packaging, storyboarding, animation direction, digital and website design, e-marketing, and signage.

photography
Mark Lobo  -  Lucas Dawson  -  Marcel Aucar

line
2014

photography
Mark Lobo      Lucas Dawson      Marcel Aucar

photography
Mark Lobo   —   Lucas Dawson   —   Marcel Aucar

photography
Mark Lobo   —   Lucas Dawson   —   Marcel Aucar

photography
Mark Lobo   —   Lucas Dawson   —   Marcel Aucar

photography
Mark Lobo   —   Lucas Dawson   —   Marcel Aucar
 

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