Sophie Elinor

The art of problem solving 2017

After a successful launch in 2016, the University of Newcastle reprised their Engineering Exhibition in 2017. It featured virtual reality experiences, biomedical inventions and autonomous robotics. While the name of the exhibition stayed the same, the branding had to change entirely from the previous year - a little like reinventing the wheel!

The typographic treatment of this visual identity is super bright, and inspired by Rube Goldberg machines and Escher-esque, skewed perspectives. I also re-worked the lettering into an assortment of patterned tiles that accompanied the collateral. This illustrative identity was rolled out across a wide range of printed and digital assets.