Event Branding &
Photography
Scope
Event Branding
Print
Photography
Role
Creative Lead
Photographer
Deliverables
Visual Identity
Marketing Assets
ignage
Event Photography
Year
2025
Lights Out Circuit - Branding a community fitness event from concept to competition floor
VPA's first Hyrox-inspired throwdown needed more than a schedule and a venue. It needed an identity, something that could carry the energy of a 6pm competition at UQ Sports Athletic Centre into every piece of collateral before anyone set foot in the building.
Working alongside the Events Manager, I developed the event concept, visual identity, and all print and promotional assets, then shot the event on the night.
The Brief
A teams-of-four fitness competition, held after dark, raising money for the Movember Foundation. The evening start was built into the concept from day one: 6pm meant darkness, and darkness was something to lean into rather than design around. The challenge was creating a theme that felt high-energy and sport-focused without losing the community warmth that made the event worth attending.
The Approach
The Events Manager and I developed the concept together. The name Lights Out Circuit came from the evening setting and the intensity of a circuit-style competition. From there, the visual direction was mine to execute.
The palette was black and deep blue. Night sky, no apology. Type was thick and geometric, set in high contrast, with a restrained glow treatment that nodded to stadium lighting without tipping into generic dark-mode territory. The goal was something that looked like it belonged on a competition floor.
That identity had to stretch across every touchpoint. Promotional content, posters, event signage, and wayfinding all needed to hold the same visual weight whether seen on a phone screen or mounted on a wall inside the venue.
The Outcome
All tickets sold. Over 100 participants and spectators filled UQ Sports Athletic Centre on the night, and every dollar from ticket sales went to the Movember Foundation. As the event photographer, I also documented the competition from the floor: athletes under effort, a room full of people there for a reason.
