Telstra Perth Fashion Festival

Telstra Perth Fashion Festival



– Brand Strategy
– Identity Design
– Identity Application
– Brand Guidelines
– Stationery Design
– Website Design
– E-newsletter Design


Work completed at Block Branding
Creative Direction: Mark Braddock
Art Direction and Design: Maegan Brown
Strategy: Melita Masters, Romina Gil De Matos, Maegan Brown


The Telstra Perth Fashion Festival (formerly Perth Fashion Festival) is Perth's premier fashion event on the yearly calendar. In a significant coup for the organisation, Telstra was recently named as the Festival’s new naming-rights partner. 


A new corporate brand identity was subsequently required, with a logo and graphic treatment that would elevate the face of the organisation and take its yearly Festival into a new era. Particular considerations needed to be made to ensure the integrity of Telstra's brand remained intact alongside a brand identity for the Festival that would last through the years and in its own right. 


The new brand identity for the Festival includes a graphic system comprising different versions of the letters ‘T’, ‘P’ and ‘F’ based off patterns in sewing and fashion design. These elements create patterns and textures for an overall look that is dynamic and engaging. The logo itself is minimal, with subtle elements of broken lines to give a distinct quality. A design system was created that could accommodate various styles of photography, to ensure that each year’s distinct creative direction would be able to sit front and centre without being overshadowed by the organisational brand.