South Melbourne Market has been one of Melbourne’s most iconic destinations, and a favourite amongst locals and visitors, since it’s inception in 1867. Each summer, the market transforms itself into a magical night market, offering street food, designer stalls, eclectic entertainment and live music.
The team at South Melbourne Market came to Neverland with the goal of rebranding the event with a sleek, fun, playful aesthetic. They wanted a design which would pop to the right group of people, and communicate the fresh, summery, upbeat vibe of the event.
We decided to take an illustrative approach, and depict the energetic scene of the market, including the playful performers, musical instruments, designer crafts and delicious street food. To add further energy and depth to the design, and give it an extra creative edge, I infused each illustration with hand-made textures, and re-designed the branding using custom hand-lettering.
The event design was rolled out extensively, into venue and event signage, print and online ads, posters and flyers, and more. In collaboration with a group of talented animators and developers, it was also brought to life as a moving image, and responsive website.
Event photography courtesy of South Melbourne Night Market