Creative At Untitled Group

Dive into the day-to-day of our in-house Graphic Designer, Georgia Treloar, and take a look behind the scenes at our creative process.?

Playing a major role in the creative direction of our festival properties, day parties and weekly club night, Georgia makes sure our design consistently speaks towards what is happening politically, aesthetically and socially throughout the music industry.?

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What does a day as Untitled Group's Graphic Designer look like??

My day starts with Wordle on the number 6 tram and reading the latest from 'It’s Nice That' to see what’s happening in the global design community. When I get to the office I will look over my projects for the week and prioritise work based on announcements and project timelines. My day-to-day tasks can include: creating artworks for event flyers, lineup animations, custom illustrations for social media content, creative direction on our major festivals, and meetings with external creatives who I collaborate with. We are a thriving and ambiguous company so there is always a lot going on!

A part of your role is to work with Fil Palermo, Untitled Director & Casey Katz, Marketing Director on progressing our festival branding each year. How do you begin the process of evolving festival branding??

For the initial brainstorming and conceptual development, I start by looking at the years that have been and ask the question: What does this festival have to say this year? How have we grown from the year before? I start with a word or phrase that encompasses this new direction and use this as a base for generating sketches and collecting visual references to present to Fil and Casey for discussion. We are not too critical of ideas in their early stages, but instead, give them time to breathe and develop. Once we have a direction approved we figure out if we need specific creative outsourcing (3D, animation, film etc.) so we can assemble our design team and then get to work.

How far in advance do you begin working on festival branding?

It’s ideal to start actively working on the concept at least 6 months before the main lineup announcement. However, we always need to be flexible on our timelines as our announcement periods may shift and change depending on the market.

What are some of the challenges involved in festival & event graphic design??

The music industry can be quite turbulent, our output is very sensitive to all that is happening in the wider music community politically, aesthetically, and socially which keeps us all on our toes. A personal challenge for myself is rethinking the festival blueprint each year and continuing to elevate our campaigns. Design and music are so entwined as art forms, which makes the benchmark of festival and event design very high. There can be a lot of pressure to meet that standard but this is equally motivating.?

Where do you find inspiration for your designs?

I try my best to seek inspiration outside of the festival/events industry to avoid doing things that have been done before, but instead taking more abstract ideas or references and moulding them into a festival identity. Music itself is something that brings a lot of inspiration to me. This may sound corny, but whenever I am listening to a track I enjoy I start painting pictures in my head of what that sound looks like. I have quite an overactive imagination and for me, visual references can be too fixating, so this way of generating ideas helps me stay original.?

What has been your favourite Untitled branding you have worked on so far?

The Wildlands 2022 festival campaign that is soon to be launched has been my favourite so far. I dove into axonometric illustration techniques that I have not used in a while but were my entry to illustrating, as I have an architecture background. This year’s direction is playful and stylistically unique, which I think will elevate the Wildlands brand. I had the opportunity to collaborate with?Robbie McKinstry?- an animation whiz - on this campaign. It has been incredibly satisfying seeing his motion design mastery breathe life into my illustrations. It was a dream team moment for me, I can’t wait for it to see the light!