City of Melbourne

Melbourne Spring Fashion Week 12
Be Inspired

Melbourne Spring Fashion Week (MSFW) is a large-scale fashion festival run by the City of Melbourne.

It features innovative fashion collections from established and emerging designers in over 120 events and attracts more than 80,000 people to the city annually.

MSFW 2012 was designed to inspire. From strategy to execution and everything in between, our concept tapped into the idea of fashion tribes—the different styles and motivations of Melbourne's fashionistas, all coming together to celebrate a week of fashion.

We developed an extensive communications strategy and a range of event branding and collateral, including a website, festival programs, signage and photography.

Such a large event requires a creative concept that is fresh and versatile. It has to be applied to a diverse range of printed and virtual event collateral, suited to 80,000 people attending different events at different times, across multiple platforms and executions.

A world-class event

Making the festival relevant to an image savvy audience tuned into world-class events was our highest priority. The festival had to stand up to its international counterparts. It needed to be world-class in look and feel — exuding style and confidence. The communication strategy involved defining key audience segments relevant to the campaign and how best to target them.

The project planning framework was a long term plan for all deliverables expressed as a comprehensive Gantt chart. It put a structured system around how our deliverables would flow.

We developed a trending document that compiled research from past seasons and identified emerging trends from around the world. We used the trends document as a basis to create creative concepts that were relevant to our fast-moving, trend-oriented audience.

Together with the City of Melbourne, we refined the creative concept, developing a theme, four characters, a colour system, design style and typography.

Our concept tapped into the idea of urban tribes—the different styles and motivations of fashion and the uncanny ability of Melbournians to gather as like minds in different areas of the city. The various tribes of our city form the cultural community that is Melbourne fashion.


We worked closely with the City of Melbourne internal web team to deliver an intuitive site with added user features that worked within their current infrastructure. This base web foundation is now used for all City of Melbourne premier events.

Things we made
  • Brochure
  • Decorations
  • Design
  • Posters
  • Brand
  • Retouching
  • Banners
  • Strategy
  • Relations
Using skills in
  • Motion
  • Accounts
  • Management & Direction
  • Brand
  • Strategy
  • Digital
  • Design
  • Relations