SXSW SYDNEY 2025

It was such an exciting honour to collaborate with SXSW Sydney for the first time — designing the complete brand system for the 2025 Music Festival. The goal was to create a fresh, expressive, and high-energy identity that celebrates the diverse and electric spirit of the event.

The visual direction draws inspiration from the vibrant pulse of live music, blending bold typography, rhythmic layouts, and experimental motion graphics to capture the atmosphere of the festival.

The design system spans across both digital and physical touchpoints — from social media content, paid ads, artist frames, and motion graphics to on-site screens, printed posters, festival logo, and merchandise designs. Each element was crafted to amplify the festival’s creative energy and deliver a cohesive yet dynamic brand experience that connects music, art, and culture.