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Our simple typographic solution to convey the concept of Mercury Rising was a nod to the strategic plan of the board to elevate the organisation, and much loved cinema, back to its rightful place as a leading institution for the South Australian film industry.
It also reinforced the positioning of the brand; Rising Talent. Inspiring Stories.
A strong but elegant typographic structure formed the basis of the brand identity and allowed a series of pre-existing sub brands to be easily adapted under the same visual framework. Combined with a simple colour palette allowed the identity to sit confidently amongst the plethora of arts branding within its backyard, and to stand out as a sophisticated brand for a sophisticated audience.
The identity also allowed for a variety of image styles to be integrated into posters, flyers, and other promotional collateral, without detracting from, nor being overpowered by, the overall visual identity system.
