Behind the Up & Over | Moby Westwood

Brand Identity for Behind the Up & Over

Behind the Up & Over was a Sydney art exhibition built around strange, unsettling work, sculpture, painting, and installation incorporating robotics, liquids, feathers, silicone moulds, and found objects. The brief was to create a visual identity and full suite of exhibition materials that matched the mysterious, deliberately uncomfortable energy of the works themselves.

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What the client wanted.

Something that was unique and intersting.
A bold identity that mirroed the nature of the artworks without overwhelming them.
Simple minimal typography
Something immediately recognisable.

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How I delivered.

Designed a logo where the exhibition's name was arranged in a deliberately fragmented, semi-illegible way, echoing the abstract, hard-to-read quality of the artworks themselves; turning the identity into an extension of the exhibition's visual language rather than a generic label sitting outside it.
Kept the palette to strict black and white, letting the logo's unconventional typographic treatment carry the boldness while ensuring all branded materials used only imagery of the actual artworks, so the identity framed and amplified the work rather than competing with it.
Reserved the fragmented, expressive typography for the logo alone, and used clean, simple typography everywhere else across the branding, creating a clear contrast that let the logo stand out as the identity's single bold gesture.
The black-and-white palette combined with the distinctive, semi-illegible logo mark created a consistent, easily identifiable signature across all touchpoints, despite (and because of) its unconventional readability.