Front Beach, Back Beach
A contemporary identity for a public arts festival
Front Beach, Back Beach
A contemporary identity for a public arts festival
Problem
Problem
In 2022, the Mornington Peninsula Gallery commissioned Front Beach, Back Beach — a visual arts festival uncovering local stories while raising awareness of future challenges. The brief was to create a brand identity and digital experience that felt contemporary, celebrated the coastal landscape, and guided visitors seamlessly across multiple regional sites.
In 2022, the Mornington Peninsula Gallery commissioned Front Beach, Back Beach — a visual arts festival uncovering local stories while raising awareness of future challenges. The brief was to create a brand identity and digital experience that felt contemporary, celebrated the coastal landscape, and guided visitors seamlessly across multiple regional sites.
Solution
Solution
Collaborating closely with the curatorial team, we built a visual language anchored in three elements: a coastal-inspired colour palette, a gradient reflecting sunset hues, and an abstracted map of festival locations. The festival was organised into three hubs — Foreshore, Western Port, and Point Nepean — each assigned a hero colour and distinct sub-identity.
The website experience combined clarity with discovery. Users could explore via list or map view, with hub-specific colour dots marking event locations. Interactive map elements revealed artworks and events — a digital nod to the festival’s “hidden stories.”
Each artist and event page balanced inspiration with practicality, featuring accessibility details, nearby food and accommodation, and direct Google Maps links. Together, the brand and platform provided an engaging, functional guide that connected Melbourne audiences with the Peninsula’s cultural landscape.
Collaborating closely with the curatorial team, we built a visual language anchored in three elements: a coastal-inspired colour palette, a gradient reflecting sunset hues, and an abstracted map of festival locations. The festival was organised into three hubs — Foreshore, Western Port, and Point Nepean — each assigned a hero colour and distinct sub-identity.
The website experience combined clarity with discovery. Users could explore via list or map view, with hub-specific colour dots marking event locations. Interactive map elements revealed artworks and events — a digital nod to the festival’s “hidden stories.”
Each artist and event page balanced inspiration with practicality, featuring accessibility details, nearby food and accommodation, and direct Google Maps links. Together, the brand and platform provided an engaging, functional guide that connected Melbourne audiences with the Peninsula’s cultural landscape.
Result
Result
The festival successfully achieved its goal of offering unique perspectives on people and place through contemporary art. While it's difficult to determine exact attendance figures — as most events were free and unticketed — feedback from attendees indicated that the branding and website were well received. Visitors found the digital experience clear and easy to navigate, helping them engage with the festival program effectively.
The festival successfully achieved its goal of offering unique perspectives on people and place through contemporary art. While it's difficult to determine exact attendance figures — as most events were free and unticketed — feedback from attendees indicated that the branding and website were well received. Visitors found the digital experience clear and easy to navigate, helping them engage with the festival program effectively.
Jezclaridge@gmail.com
I acknowledge Aboriginal & Torres Strait Islander peoples as the traditional custodians of country throughout Australia. I work on the lands of the Wurundjeri people of the Kulin Nation and pay my respects to their elders past, present and emerging.
Jezclaridge@gmail.com
I acknowledge Aboriginal & Torres Strait Islander peoples as the traditional custodians of country throughout Australia. I work on the lands of the Wurundjeri people of the Kulin Nation and pay my respects to their elders past, present and emerging.
Jezclaridge@gmail.com
I acknowledge Aboriginal & Torres Strait Islander peoples as the traditional custodians of country throughout Australia. I work on the lands of the Wurundjeri people of the Kulin Nation and pay my respects to their elders past, present and emerging.
Jezclaridge@gmail.com
I acknowledge Aboriginal & Torres Strait Islander peoples as the traditional custodians of country throughout Australia. I work on the lands of the Wurundjeri people of the Kulin Nation and pay my respects to their elders past, present and emerging.