This project was a brand update for Metro Arts as they prepared to launch their 2025 Season. The focus was on updating all print and digital touchpoints, excluding the website. With a smaller program but larger focus on artist development for 2025, there was a strong emphasis on permanence. While digital assets could be updated, all print collateral needed to remain static throughout the year, while still presenting relevant information.

Although this was a refresh, Metro Arts’ core brand elements including the logo, colour palette, and typeface were to remained unchanged. The main challenge was moving away from the previous ‘wave’ element and transitioning to a more refined visual style. This involved using less colour combinations and turning to hero singular colours, all while ensuring that the artwork of programmed artists stayed at the forefront.

The refresh continues to reflect Metro Arts’ core identity as a contemporary arts organisation, while introducing a more refined and structured visual style. Colour remains a bold and central element of the brand, but it is now used more selectively, focusing on singular colours with minimal interaction across the palette. This approach allows specific colours to be used when highlighting artists’ work, avoiding clashes with imagery.

The composition and layout of assets has also become more dense, utilising blocks to separate content and straight lines to tie elements together. Primarily reflected in the program, this moves inline with the organisation’s focus on artist development, communicating more information about their work, practice, and development
at Metro Arts.