2023 Campaign Brand
It's hard to understand the emotion behind a Queensland Music Trails event until you see it for yourself. The joy of getting out of town, road-tripping and experiencing music somewhere you have never been. It connects you to the people you're traveling with, the land, the community and yourself. Building off the campaign we developed in 2021, we wanted to bring the brand back to the ground and focus on people and their individual experiences – going wherever the music takes them.
The Design System
Queensland Music Trails has a complex hierarchy. Events are in a town, which is part of a trail, which is part of the Queensland Music Trails, which is presented by QMF. We needed to ensure clarity of this hierarchy while not over-complicating the message. To do this we leaned into the idea of a travel itinerary presenting information in a listed form, numbered, lined and clear. To offset this highly structured approach, we used bold dual colour combinations and brought focus to an exaggerated Qld music trails logo that umbrellaed all designs under the QMT banner. To further add personality, each trail had its own unique illustration and sticker which could be layered more freely to help soften the structure of the design.