Maltese-Australian Musical Branding
Branding & Concept Design Rooted in Culture
This freelance project involved creating the logo, visual identity, and early conceptual promotional designs for a new Maltese-Australian musical scheduled to premiere in 2027 at Spazju Kreattiv. The musical tells the story of a Maltese family who migrate to Australia, exploring the emotional complexity of uprooting one’s life. At its core, the narrative reflects on what is gained through migration, but also what is left behind: memories, relationships, and a deep sense of belonging tied to place and people.
Concept & Visual Direction
My design approach aimed to balance the sorrow of departure with the quiet optimism of new beginnings. To express this emotional duality, I centred the visual language around a worn luggage bag, a symbol of movement, transition, and personal history. The aged texture suggests a life lived and loved before the journey, carrying emotional weight as much as physical belongings, while also pointing toward hope, possibility, and the unknown future ahead. Through the branding, I sought to visually capture this tension between loss and excitement, honouring the emotional depth of migration that sits at the heart of the musical.
