Following the success of Perth Design Week 2023, the 2024 edition aimed to expand its presence and strengthen its connection to place. Perth Design Week is an event centred around architecture, graphic design, art and the city itself, so the identity needed a central element that could reflect that range while working across a wide mix of applications.

My role was to create a 3D interpretation of the Perth “W”, designed as a continuous form based on a journey across the city. The shape traces a path between key locations, Butler, Mandurah, Perth, Armadale and Midland, grounding the identity in a recognisable movement through the city rather than an abstract mark.

I developed three material variations of the form, brass, concrete and wood, each reflecting different aspects of design. These variations allowed the identity to shift in tone depending on the context while still feeling consistent.

The “W” became the main visual asset across the campaign, used throughout print, social, digital and signage. I also helped roll out the identity across these touchpoints, adapting the asset to different formats while keeping the system cohesive.