Working alongside CEO of Regional Arts NSW, Dr Tracey Callinan, I recognised a need to create a brand identity for the event. The challenge was to create an impactful, confident brand identity to attract members of the community, government bodies, small business owners, creatives and art enthusiasts. 

Working with an overarching theme of diversity, I designed a visual language to excite and engage our target audience. The colour palette was carefully curated to evoke both confidence and femininity, and reflect the vast range of talent among the Work of Art program participants. It represents the diversity among participants in terms of location, age, artistic discipline and season of life.

Regional Arts NSW worked with Hayley to produce the design work for a large event, the Work of Art Showcase and Forum, held in Orange in November 2024. Hayley produced the style guide and branding for the event and produced a series of designs covering general publicity, event program booklet, banner designs and bag designs.

Hayley is an excellent designer to work with, both for the quality of her design work and for her ability to respond quickly and efficiently to ideas, requests and changes. She listened us and was able to find ways of producing work that fitted our needs. She quickly found just the right palette for our program and an elegant design approach that was clear and communicated well. She also demonstrated excellent problem solving skills, finding ways to convey complex information in limited space. Her ability to respond well to changes and additions made the process easier.

I would welcome the opportunity to work with Hayley again and highly recommend her services to others.

- Dr Tracey Callinan OAM, CEO of Regional Arts NSW