Harbourlife 2023: Targeted European Appeal

Harbourlife is Sydney’s iconic, sold-out house music event, hosted yearly on the foreshore and attracting 6,000+ patrons, including international attendees drawn to its curated selection of global and local house artists.

I was entrusted with the design of the complete brand identity for the 2023 show.

The Brief: The brief required the creation of a definitive master artwork that successfully appealed to both existing and new patrons, while critically integrating an accessible nautical influence into the design.

The Conceptual Process: My conceptual approach was deeply informed by audience targeting. Recognizing a significant presence of artists and patrons from Europe (specifically the UK, Ireland, and Spain), the strategy was to appeal directly to this new market segment:

• Visual Inspiration: I drew inspiration from nautical flags, kaleidoscopes, and established European house labels (e.g., Defected).

• Geometric Motif: The nautical influence was translated through the use of geometric shapes, which are reminiscent of signal flags. This maintained the core theme while providing a structured, modern visual language.

• Motion Rationale: The kaleidoscopic influence informed the animation approach. I designed the geometric shapes to be dynamic and "dance" to the music, mirroring the energetic, celebratory feeling inherent in house music and the event's atmosphere.

Execution & Impact: This strategic use of globally recognised house music aesthetics, combined with a core local nautical theme, ensured the branding was highly resonant. The execution successfully established a celebratory visual experience that supported the event’s reputation as the annual house music highlight.