Underbelly Arts


Underbelly Arts develops and presents work from the boldest new voices in Australian art.

Visual art, performance, theatre, live art, music, sound, dance, digital practice and ideas, with a focus on emerging artists & experimentation.

3:AM and Underbelly teamed up to create the 10th year of the bi-annual festival. We created a new visual identity that built upon the event’s assets and heritage. The brand’s existing logomark would evolve to contain the various art & mediums featured at the festival.

This new creative and identity was rolled out to print and digital collateral such as posters, leaflets, flyers, oOh! Media outdoor campaign, programmes, social media and signage.

A huge evolution for the underground art event, the Underbelly Arts Festival & Lab is planned to return in 2019.

Art Direction & Design: Jonathan Key | Design: Catherine Tsang
Disciplines: Branding, Print, Signage, Motion Design, Digital