HOTA Concept Identity
This concept project reimagines an identity for HOTA, Home of the Arts — a landmark cultural hub on the Gold Coast. The challenge was to explore how form and texture could be used creatively to communicate the materiality of a space.
The proposed mark draws directly from the site itself: the distinctive silhouette of the gallery building, the sculptural forms at its entrance, and the bold geometry of the grand entryway. These were combined with the intricate textures of a circular footpath cover to create a layered, dynamic symbol. By experimenting with abstraction and Gestalt principles, the result is a mark that feels vibrant, playful, and reflective of HOTA’s role as a gathering place for creativity.
The project also extended into motion, with a looping animated logo created frame by frame in Photoshop, and a supporting photoshoot of the gallery to capture its architectural energy. This work was a valuable exploration of how materiality and place can be distilled into a cohesive identity system.
Concept Development | Logo Design | Animated Logo | Photography | Motion Design
