Client: New York Meets Melbourne Scope: Brand Identity Design Services: Strategy, Logo Design, Visual Language, Social Assets, Brand Guidelines

New York Meets Melbourne set out to become a cultural bridge between two of the world’s most creative cities. Their mission: to build a community platform that empowers emerging artists through connection, inspiration, and opportunity. They needed a brand identity that matched this bold ambition, one that felt timeless and contemporary, local and global.

We crafted an identity that is as multidimensional as the community it represents. At the intersection of New York’s bold edge and Melbourne’s artistic soul, the brand needed to resonate with a generation of creatives looking for belonging, inspiration, and impact.

The logo suite includes:

Primary Logo: A horizontal lockup that reflects symmetry and collaboration.

Monogram Icon: A dynamic star formed by four arrows, symbolising guidance, movement, and unity. The icon stands strong on its own and adapts beautifully in digital and small-format spaces.

We began with a deep dive into the brand's values: creativity, community, empowerment, authenticity, and innovation. The visual identity had to reflect these ideals while remaining scalable for use across social media, editorial layouts, merch, and more.

The core design challenge was capturing the idea of “meeting”, not just geographically, but creatively. We translated this into a brand that lives at the intersection of movement, connection, and self-expression.

The colour palette strikes a balance between boldness and warmth, grounded in soft black and light beige for a clean, timeless foundation. Bright orange and soft blue accents introduce a sense of movement, optimism, and creative energy. The palette is versatile, allowing the brand to feel both grounded and expressive across various mediums.

Typography blends the modernist clarity of Neue Haas Grotesk with the editorial flair of Söhne Breit. This pairing supports a confident and approachable tone, reinforcing the brand’s creative, community-driven ethos while ensuring strong visual hierarchy and legibility.

We designed launch-ready social templates, mockups for merchandise, a YouTube banner, and marketing materials. Each asset was built to communicate movement and cultural exchange, helping the barnd grow its audience organically.

The final brand identity delivers a strong foundation for New York Meets Melbourne’s mission, uniting creativity, culture, and community. Its timeless design system ensures consistency across platforms while allowing for expressive flexibility. From digital assets to print and merchandise, the brand now communicates with clarity, confidence, and purpose, positioning itself as a trusted and inspiring presence in the creative space.

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