Customer: Master Builders SA
Project: Event Theme Artwork
Year: 2024
Services Delivered:
In partnership with Renee from Roar Marketing, we created the event theme and graphic design for the 2024 Master Builders Building Excellence Awards, the annual celebration of the best and brightest in SAs building and construction industry. Each year this event honours the projects, builders and apprentices who achieved excellence throughout the year. In 2024 Master Builders SA was marking 140 years, and the theme of the event was “140 years through the looking glass”.
The design concept was built around the idea of travelling through 140 years of Master Builders SA’s history to see all of the wonderful achievements that had brought them to this moment. The award winners and the industry could take a look through the glass and see themselves and their achievments.
Drawing inspiration from Alice in Wonderland, the event theme leaned into the whimsical, wonder and disorientation of stepping through time.
The graphics were designed to feel both intriguing and immersive. Clocks, chess boards, playing cards, teacups, old keys and hats wove through the artwork. Each element evoked the curious, layered world of Alice in Wonderland while quietly referencing the passage of time. The tunnel effect that runs through the design pulls the eye forward, giving the whole suite a sense of journeying through time.
Collaboratively working with Renee is always a pleasure, especially as she builds her vision to make the theme design fill the event space. Arriving at the event, guests entered through an LED tunnel, a reference to the tunnel element of the design. Moving through the tunnel they emerged from the everyday world into a room filled with the elements of the artwork: clocks, chess pieces, playing cards and Alice in Wonderland inspired performers, creating an atmosphere that was theatrical, warm and magical.
The design was no longer just graphics on a wall, but an experience that supported what people saw on their invitations. It was like walking through the design idea.
Event design can be underestimated. It feels like decoration, something that gets pulled together in the weeks before and dismantled the morning after. But when it’s done well, it shapes how people feel about the host, about the industry they’re part of and about the event itself.
The Master Builders Building Excellence Awards honours genuinely excellent work. The design needed to match that ambition with a theme that felt just a little bit extraordinary.
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