AR.Trail by Fed Square is Melbourne’s largest, free augmented reality art trail. Launched late 2022 around Melbourne’s Art Precinct, 22 digital artworks from the minds of KAWS, Patricia Piccinini, Reko Rennie and Ron Mueck and more were discovered by viewers using AR through their smart phones.
To emphasis AR in the wordmark AR.TRAIL I developed a custom blocky typeface inspired by the shape of a smartphone. These then compliment the silhouette of smartphones used to house blurred imagery of featured artworks which act as a teaser.
My role — Lead creative (design and art direction), as part the team at Leo Burnett.