client | Queensland Writers Centre
brief | art direction, branding, promotional + event collateral, publication design
keywords | premium, bold, contemporary
GenreCon, Australia’s largest genre writing conference, required rebranding and positioning ahead of the popular biennial event which attracts over 200 writers and industry professionals from across the nation. The brief was to establish a strong, distinctive master brand that would not only position GenreCon as the must-attend event on the literary calendar but can also be readily adapted to suit successive conferences.
To help establish GenreCon as a premium industry event that is not only unique but essential to a writer’s ongoing professional development, Taylor’d by Design created a striking, bold and contemporary master brand that effectively resonated with its genre fiction audience and redefined the conference’s brand image. Definitive brand features including the manipulation of negative space, distinctive iconography, symbolic imagery and gradient colour scheme creatively reflect GenreCon’s four core genres; fantasy, crime, science fiction and romance. This identity was executed across a range of promotional material, printed event collateral, event publications and merchandise.