Project Overview

Established in 2004, the Melbourne Prize awards are given annually in a three-year cycle: Literature, Music and Urban Sculpture. Recognising excellence and artistic talent, the Melbourne Prize exists to inspire creativity, enrich public life and offer continuing opportunities for the development of artists’ practices. With such an imperative, the organisation’s own creative output should match its mandate.

Project Commissioner

Melbourne Prize Trust

Project Creator

Cornwell Design

Project Brief

Cornwell was tasked with refreshing the Melbourne Prize campaign collateral to increase brand awareness, engagement and competition submissions for the 2017 Melbourne Prize for Urban Sculpture. It was also the first time that the entry form had to be submitted online, paving the way for a digital advertising campaign.

Project Innovation/Need

We created a unique visual experience that was born from the brand marque. Exploring the manipulation of its physical form, we strived to push the boundaries of what’s possible in a sculpture, stretching into what’s perhaps impossible on digital platforms by creating digital sculptures. Tactility, explosiveness and movement evoke materiality, originality and dynamism – core tenets of contemporary artistic expression.

Design Challenge

Partnering with 3D rendering Mr.P studios, we created a dynamic sculptural identity that could be expressed across all touch points. We chose a colour palette that deviated from the brand’s usual black and white scheme, using red aimed to evoke an emotive response and ignite a sense of power and allure.

Effectiveness

Cornwell has worked on the Melbourne Prize brand design and all associated collateral since the Prize’s first year in 2004. Developing innovative concepts and design solutions year on year, Cornwell has contributed to the ever-increasing awareness and participation from Australian artists. The 2017 Melbourne Prize campaign received a record number of submissions. Digital advertising played a huge part in increasing reach and partnerships via social media.