Play On Play Studio

Melbourne Music Week

Campaign Brand Identity, Digital

2021

The fresh visual identity for Melbourne Music Week 2021, led by Lucy 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

Piccolina Gelateria

Campaign Brand Identity

2023

In collaboration with Banalarama, we were invited to brand Piccolina Gelateria’s annual gelato project, 8 Chefs in 8 Weeks—a celebrated series pairing master chefs with Piccolina to create limited-edition flavours. Led by Naomi, the creative direction leaned into the campaign’s voyeuristic theme.

Instead of focusing on the chefs directly, we explored what’s left behind after an experience: the quiet traces and keepsakes that act as evidence of a moment savoured. This became the basis of the graphic language—receipts, handwritten notes, ticket stubs, the tactile ephemera one might absentmindedly slip into a pocket after a night out for gelato.

By treating these fragments as artefacts of memory, the campaign wove a subtle narrative through every touchpoint. Each element felt like a glimpse behind the curtain, a peek into the chefs’ world and the intimacy of the dining ritual. This layered, narrative approach became the heart of the campaign, distinguishing it from previous years and giving Piccolina a fresh, cinematic identity for the project.

↘ Naarm/Melbourne (AU)
↘ Client: Piccolina
↘ Producer: Banalarama
↘ Photographer: Zoe Coldham

Finesse

Brand Identity, Website Build, Digital

2024

Finesse, Australia’s premier women’s sneaker destination, was ready for a new chapter. Established in 2017, the brand had grown into a leading retailer of exclusive sneakers for women—but its identity no longer reflected its position at the forefront of the market. Led by Naomi, the rebrand introduced a refined logo, bespoke typography system, and a confident colour palette that captured Finesse’s evolution and future-focused spirit. The minimalist design direction balanced luxury and accessibility, ensuring the brand resonated across diverse audiences while still feeling aspirational. This philosophy extended to the website, where a refreshed design streamlined the shopping experience and created a seamless connection between brand and customer. The result positioned Finesse not only as a retailer, but as a trailblazer shaping the culture of women’s sneakers in Australia.

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

Venus Flytrap

Vinyl Sleeve Design

2022

Feng Suave, meaning Smooth Wind, is a Dutch psych-pop duo from Amsterdam known for their warm, nostalgic sound. For their 7” single Venus Flytrap, the band sought artwork that could echo the mood of their music and capture the track’s retro soul. The creative direction drew inspiration from the vibrant visual language of the 60s and 70s. And brought in bold, saturated greens and blues reference both the Venus flytrap’s natural habitat and the graphic intensity of mid-century design. This collision of nature and nostalgia became the visual identity for the record, creating a sleeve that feels at once timeless and distinctly tied to Feng Suave’s sonic universe. The result is an artwork that doubles as a keepsake — an object that embodies the duo’s sound world and their continued embrace of retro-futurist aesthetics.

↘ Amsterdam (NE)
↘ Client: Lustre Company
↘ Photographer: Max D’Orsogna

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, led by. lucy 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

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: Body Literacy GMB

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

Offcuts | Print Feature “Poster Archive 200” (2025)

The Brand Identity | Feature, Interview (2024)

Broadsheet | Article | Piccolina Campaign (2023)

Counterprint Books | Print Feature “Colour Clash” (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)