purpose

The Head On Photo Festival is one of the world’s largest photography events, dedicated to promoting the work of photographers at all stages of their career. The festival has introduced the world to the wealth of photographic talent in Australia. The Head On Foundation required a print and outdoor campaign to promote the event across Sydney and engage a broader audience.

Geometric patterns on print collateral for the Head On festival by Messy Design
Geometric patterns on print collateral for the Head On festival by Messy Design

idea

Our unique concept was designed to grow the brand’s appeal beyond the typical photography audience. We researched shapes and angles commonly found in traditional refraction diagrams, including dynamic geometric shapes that met ‘head on’ at a point. While photography remained the hero, Messy Design introduced a new level of refinement and design aesthetic to the brand.

result

where design and photography meet head on

The campaign was rolled out across Sydney, with festival banners appearing from the CBD to Bondi Beach. Festival programs, brochures, event maps, digital assets and outdoor advertisements were designed with a consistent brand identity and messaging, resulting in increased awareness and attendance of the festival in Sydney.

Photography used in campaign: Image © David Alan Harvey. Image © Sibylle Bergemann. Image © Tamara Dean.

Unfolded print brochure for Head On festival by Messy Design Unfolded print brochure for Head On festival by Messy Design
Event map for the Head On program guide by Messy Design
Print brochure for Head On festival by Messy Design
City flag outdoor campaign for Head On festival by Messy Design City flag outdoor campaign for Head On festival by Messy Design
City flag outdoor campaign for Head On festival by Messy Design
Outdoor print campaign for Head On festival by Messy Design
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