In Focus Festival

Bringing photography into the streets of Melbourne’s west

In Focus is an outdoor photography festival held across Footscray and Yarraville, transforming everyday spaces into places for art, storytelling and connection.

Studio Hibiscus created the festival identity and visual system - a flexible, highly visible brand designed to work across streets, libraries, cafés, laneways and public spaces, while allowing the photography to remain the hero.

The identity was rolled out across street banners, posters, signage, digital and promotional material, creating a distinctive presence throughout the community.

A photography festival made for the streets

The festival needed a recognisable identity that could bring a diverse program together, while keeping the photography as the hero.

Standing out in a visually busy neighbourhood

Footscray and Yarraville are visually rich, busy places. The identity needed to hold its own in the streets - bold enough to be recognised at a glance and flexible enough to bring a diverse festival program together.

Inspired by a camera aperture, the identity uses a cropped aperture motif as its main graphic - enlarged, shifted and cropped across layouts.

A consistent 15° angle runs through the logo, typography and graphic elements. Musk pink anchors the palette, balanced with bright orange and Maribyrnong bluestone grey.

Bold typography, geometric forms and tight crops create a playful, contemporary identity that’s easy to recognise at any scale.