Harbourlife 2024: Mastering the Nautical Motif

I led the art direction and graphic execution for the 2024 Harbourlife campaign, focusing on the creation and rollout of the master artwork and visual motifs.

The Brief: The key objective for 2024 was to design a fresh, high-impact master artwork that achieved brand differentiation from the previous year, while critically maintaining subtle cues that anchor the identity to its traditional nautical theme.

The Concept: My conceptual process began by translating the colloquial energy of the event into a unifying visual element. I drew direct inspiration from the statement, "let's get wavey"—a core allusion to partying and movement—to establish the central motif.

The resulting strategy focused on the Wave Motif as the foundation of the brand:

• Brand Recognition: I strategically retained the core brand color palette (blues, white, and red) to ensure immediate equity and continuity with prior years.

• Visual System: I developed a comprehensive library of diverse wave graphics. This system was designed for versatility, ensuring the motif could function effectively as both dynamic animated collateral and striking static imagery across the entire campaign.

The Execution and Impact: This visual concept successfully distilled the event's high-energy atmosphere into a recognisable and adaptable brand identity. The strategic deployment of the new branding and marketing assets contributed to a highly effective campaign.

The event sold out completely during the pre-sale phase, confirming the success of the new visual strategy and execution.