Play On Play

Finesse

Brand Identity, Website Build, Digital

2024

Finesse, Australia's premier women's sneaker destination, was in need of a rebrand and website refresh. Established in 2017, Finesse has grown into a leading retailer of exclusive women's sneakers. To support their growth, a fresh logo, typography, and colour palette were crafted, reflecting their evolution and forward-thinking approach.

The minimalist design conveys a high-end and approachable aesthetic, appealing to diverse demographics. This approach was also applied to their website, enhancing the customer experience while positioning Finesse as a trailblazer in the women's sneaker market.

↘ Naarm/Melbourne (AU)
↘ Client: Finesse Store

Piccolina Gelateria

Campaign Brand Identity

2023

In collaboration with Banalarama, POP were asked to brand Piccolina Gelateria's annual gelato project, '8 Chefs in 8 Weeks.' Drawing inspiration from the campaign's voyeuristic theme, POP crafted a unique graphic direction that allowed customers to peek into the tangible keepsakes the subjects might have in their pockets after savouring a gelato, such as a receipt.

This visual concept became the heart of the campaign, weaving a narrative throughout its entirety.

↘ Naarm/Melbourne (AU)
↘ Client: Piccolina
↘ Production: Banalarama

Melbourne Music Week

Campaign Brand Identity, Digital

2021

The fresh visual identity for Melbourne Music Week 2021, centred around the theme of 'emerging'. After surviving one of the longest lockdowns in the world, Melbourne and its thriving music scene were set to re-open at the end of 2021.

This was a truly unique moment in Melbourne's history and as such needed to be reflected in the design. Behaving as a motif, the date and oval represent the re-opening of the city, with the text emerging from the unknown “grey area” into a bright and colourful future.

As a music festival, it felt only natural to showcase the artists as a key visual throughout the branding. This year more than ever it was important to support the return of live music by creating a platform for those who make it all possible.

↘ Naarm/Melbourne (AU)
↘ Client: City of Melbourne

Lustre

Brand Identity, Digital

2023

LUSTRE, is an artist management company with offices in London, Berlin, and Byron Bay. Their ethos is to provide nurturing support for their artists' growth, so the brand direction uses warm neutral tones with bold minimalist typesetting to reflect these values.

The balance between warmth and strength visually reinforces LUSTRE’s commitment to both creative freedom and professional integrity.

↘ Naarm/Melbourne (AU)
Byron Bay (AU)
London (UK)
Berlin (EU)
↘ Client: Lustre Company

This Might Help

Brand Identity, OOH, Digital

2023

The brand identity for This Might Help emphasises simplicity, effectiveness, and flexibility to foster an open dialogue about mental health.

Inspired by modern Swiss typography and 60s–70s educational materials, the visual direction features bold color blocking and a structured grid for accessibility. Lineto’s Riforma was chosen for its legibility and distinctive character, balancing personality with a minimalist approach.

The logo was designed with a sense of flexibility, allowing it to be stretched and pulled to adapt to different collateral. The modular panels and carefully considered colour combinations in the grid system are intended to immediately capture the attention of new users and inspire them to engage with the community.

↘ London (UK)
↘ Client: Stephanie Sword-Williams

Venus Flytrap

Vinyl Sleeve Design

2022

Feng Suave, meaning Smooth Wind, is a Dutch psych-pop duo from Amsterdam, Netherlands. The vinyl artwork for their 7” Venus Flytrap draws inspiration from 60s and 70s graphics, reflecting the nostalgic sound of the record.

The bold green and blue hues capture the essence of a Venus flytrap’s natural habitat, while their vibrancy also nods to the aesthetics of mid-century design, creating a blend of nature and nostalgia.

↘ Amsterdam (NE)
↘ Client: Lustre Company

Hermone

Brand Identity, App Design, UX/UI, Website Build

2022

Hermone is a German hormone-tracking app designed to promote body literacy and contribute to a more equal future. The fluid, waved characters in the logo draw inspiration from the curves of a hormone cycle chart, symbolising the natural rhythms of the body. This line-work was further developed into a brand motif, shaping the foundation of the visual identity.

To maintain brand cohesion, the app’s interface features soft-edged shapes, reinforcing a sense of harmony and flow throughout the user experience.

↘ Berlin (DE)

↘ Client: Philippa Zorn

Discussions

Melbourne Design Week: Breaking the Pixel Ceiling | Panel Hosts, Moderators, Speakers (2024)

Melbourne Design Week: Breaking the Pixel Ceiling | Panel Hosts, Moderators, Speakers (2023)

The Design Kids: TDK Tuesdays | Guest Speakers (2022)

RMIT: Graduate Festival of Design | Alumni | Guest Speakers (2020)

AGDA: First Five Out | Guest Speakers (2019)

General Assembly: VICE + Play On Play | Moderators, Guest Speakers (2019)

General Assembly: VICE + Play On Play | Moderators, Guest Speakers (2018)

Awards

AGDA Awards | Winner | Merit (2023)

The Brand Indentity | Winner | Poster Competition (2023)

Press

The Brand Identity | Feature, Interview (2024)

Broadsheet | Article | Piccolina Campaign (2023)

Counterprint Books UK: Colour Clash | Print Feature (2023)

The Design Kids | Feature (2023)

Projekt Mono | Feature (2023)

Blaze Type | Feature (2023)

Design by Women | Feature (2023)

The Brand Identity | Feature (2022)

AGDA | Social Media Takeover (2022)

Address Magazine | Feature (2022)

RMIT | Alumni Feature (2019)

It’s Nice That | Feature (2018)

i-D | Feature (2018)