\ Challenge

Building on the overwhelming success of the inaugural Perth Design Week in 2023, which featured over 60 events, the 2024 edition aimed to elevate the event’s profile and firmly establish its place in Western Australia’s creative calendar. The challenge was to build on the existing brand recognition while emphasising PDW’s focus on the built form, urban and suburban environments. Additionally, the event sought to attract national and international attention and participation.

\ Outcome

The 2024 edition of Perth Design Week was a celebration of design in all its forms, particularly focusing on architecture, interiors, landscape, planning, fashion, graphic design, service design, and product design. The branding for PDW was revisited and enhanced to reflect the materiality of the built environment. The iconic Perth 'W' was central to this rebranding effort.

The 'W' was more than just a letter—it was an identity built on an imagined journey across Perth, from the furthest corners of the world's longest metropolitan area back to the city's heart. This conceptual walk symbolised exploration, discovery, and connection, key themes of Perth Design Week. The 'W' reflected materials commonly found in urban environments, grounding the event in the physical spaces it celebrated. This identity celebrated design in all its diversity, serving as a visual and thematic anchor for the event.

The rebranding was designed to appeal to both seasoned design professionals and the design-curious. It created an inclusive atmosphere where experts could engage deeply with new ideas, while newcomers felt welcomed into the world of design. The branding's versatility ensured that it resonated across the diverse events and activities.

A highlight of the week was Principles Square, a central hub at Cathedral Square, designed by the renowned global architecture firm OMA in collaboration with UniFor. This installation marked the Australian launch of the PRINCIPLES furniture collection and transformed the square into a vibrant "town square" that hosted discussions, debates, and presentations throughout the week. The event grew to feature 86 events, attracting significant national and international participation and further solidifying its importance in the design community.