Gatsby and friends build the Next Wave Festival identity

AUTHOR:  
Published:  August 8, 2014
Desktop

Andrew Murray is Gatsby, an image maker and graphic designer who is also co-director of the Sex, Drugs & Helvetica blog and annual one-day conference of the same name. With experience and interest in the design community, Murray teamed up with fellow designers David Pesavento and Thomas Green to tackle the branding and magazine for the Next Wave Festival – “Obsessed with the new. Adamant about context. Devoted to extraordinary. In love with locality. Conscious of time. Next Wave is art made now.

What Gatsby and the team came up with was a series of unexpected patterns and playful symbols that could work in isolation when the brand needed to take a back seat; or work together in an almost animated surreal weather map – an artwork in itself – as cover art. The way the assemblage of elements evolved to adapt to different contexts, as the festival unfolded was admirable; continually manifesting in new, interesting ways whilst maintaining recognition for the audience.

Andrew Murray continues to explain that the boys we’re inspired by John Donne’s poem, ’No man is an Island,’ . “We decided that the greatest stories are ones without a beginning or an ending – instead, they’re in constant flux. This prompted the idea of making our own weather pattern for the festival, one that could constantly change and evolve throughout the campaign. Taking visual cues from BOM(Bureau of Meteorology) Gutenburgs Bible and Maritime Wayfinding, we wanted to create a fantastical and spontaneous weather system that echoed the spirit of the festival.”

Reflecting on the experience, David Pesavento writes, that the  “The omnipresence of weather meant that we were never short of visual and meteorological stimuli. While renting a second-storey studio space in Brunswick, overlooking meat processing factories and a train station, we were often struck by the quiet beauty of the roof ventilators and weather vanes idling in an oppressive heat. The most liberating and conceptually decisive period of developing the identity was in this shared space; wind-sock dreaming, building useless miniature weather machines, and scouring the BOM for inspiration.”

Next Wave Festival 2014 Brand by Gatsby (19) Next Wave Festival 2014 Brand by Gatsby (18) Next Wave Festival 2014 Brand by Gatsby (17) Next Wave Festival 2014 Brand by Gatsby (16) Next Wave Festival 2014 Brand by Gatsby (15) Next Wave Festival 2014 Brand by Gatsby (14) Next Wave Festival 2014 Brand by Gatsby (13) Next Wave Festival 2014 Brand by Gatsby (12) Next Wave Festival 2014 Brand by Gatsby (11) Next Wave Festival 2014 Brand by Gatsby (10) Next Wave Festival 2014 Brand by Gatsby (9) Next Wave Festival 2014 Brand by Gatsby (8) Next Wave Festival 2014 Brand by Gatsby (7) Next Wave Festival 2014 Brand by Gatsby (6) Next Wave Festival 2014 Brand by Gatsby (5) Next Wave Festival 2014 Brand by Gatsby (4) Next Wave Festival 2014 Brand by Gatsby (2) Next Wave Festival 2014 Brand by Gatsby (1)

Like their artists, Next Wave has a long history of working with emerging designers to create cutting edge brands for their biennial festivals. The brief for the 2014 Festival was to create a visual response to the overall theme of New Grand Narrative with a strong caution against cliché by defying the expected. On a functional level, the event also needed a brand that would easily translate across a varying print, in outdoor and digital applications.

The festival runs from 16 April – 11 May, for more information on passes and the program guide, click here.

http://www.withgatsby.com/

http://nextwave.org.au/

http://thomasgreen.com.au/

Leave a Reply

Your email address will not be published. Required fields are marked *