Extra! is the spiritual successor and collaboration between Hawthorn nightlife goliaths; Cheers and MyPlace Tuesdays.
Tasked with creating a brand set and on going art direction that consistently felt over the top and frankly a little bit 'Extra!' led me to a Means Girls meets Hubba Bubba aesthetic with a hint of early 2000s teenage rebellion. This combination resulted in a vibrant, in your face package that felt like the perfect way to revitalise Tuesday nights in Melbourne and bring forth a youthful uni crowd that was absolutely ready to party.
