2012 Melbourne Design Awards

Key Dates



Project Overview

Posters to promote themed exhibitions by the Ludlites, a collective of lo-fi photographers who shoot exclusively using plastic cameras and film.


Hoyne Design


Creative Direction: Andrew Hoyne
Design, Typography & Illustration: Matt Johnson
Finished Art: Leesa Morgan

Project Brief

Create posters for 2 photography exhibitions with separate themes (Inspired by Music, Inspired by Nature), using no photography, only 2 colours and as little text as possible.

Must use visuals that reference the theme of each exhibition, what equipment the Ludlites use, and the low tech approach that the Ludlites embrace as a collective.

The posters must also work as a set, creating a visual style for the Ludlites moving forward. But, without needing the other poster to communicate the individual exhibition it is advertising in itself.

Project Need

Advertising an exhibition for photography, using no photography, a limited colour palette and a small amount of text whilst still creating visually intriguing, concept led posters that communicate the theme of the exhibitions and Ludlites as a collective.

They work on their own, communicating the exhibitions, but are also visually harmonious as a set.

Created a strong visual style for Ludlites moving into future exhibitions, one that will be recognisable as Ludlites.

Design Challenge

Communicating the theme of a group, and two exhibitions, of photographers - without using photography.

There was a limited colour palette and limited allowance for text.

The posters had to be visually engaging and embrace the themes and philosophy of The Ludlites. Making the themes of the exhibitions obvious, but keeping an element of intrigue and concept in the design.


We printed on paper that had a high recycled content, using only two colours.

This award recognises traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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