Graphic Design case study for the “ABBA THE CHOIR” group from Stockholm, Sweden. A series of performances in Melbourne CBD 2024
Role: Graphic Designer
Client: The Equality Project
Timeline: May 2024 – Jun 2024
Tools: Figma, Adobe Photoshop, Adobe Illustrator, Canva, pen and paper
Project Overview
In May 2024, I was approached by The Equality Project, a community-focused organisation, to create promotional materials for a special series of performances by ABBA THE CHOIR, a dynamic vocal group from Stockholm, Sweden. The performances were scheduled to take place in the Melbourne CBD and were part of a broader initiative involving non-profit groups with aligned values. The project required a vibrant, cohesive visual identity that could span both digital and print materials, and appeal to a diverse Melbourne audience.
My role as Graphic Designer involved concept development, stakeholder engagement, and full delivery of campaign visuals. Working within a tight timeline of just over a month, I used a mix of Figma, Adobe Illustrator, Photoshop, and some good old-fashioned sketching to bring the project to life.
Objectives & Strategy
The core goal was to create attention-grabbing, polished campaign materials that highlighted the energy of the choir while remaining inclusive, accessible, and consistent across platforms. The client had a broad vision but no fixed idea of the look and feel—leaving room for creative exploration, but also requiring multiple drafts to land the right direction.
One key requirement was to incorporate live photography from the choir’s performances. Thankfully, they had a rich archive of professional shots that helped convey their charisma and on-stage unity. I prioritised selecting images that were emotive, high-resolution, and print-ready.
Design Process
I began by sketching and moodboarding possible directions—balancing boldness, warmth, and clarity. I focused on concepts that evoked joy, movement, and community. The first internal review helped narrow down styles that blended Scandinavian elegance with the celebratory tone of the performances.
From there, I created rough digital layouts showcasing how the key visuals could be adapted across poster formats, social media tiles, ticketing banners, and vertical signage. Throughout this process, I kept typography legible, used vibrant but cohesive colour palettes, and ensured the photo placements framed the choir as the heroes of the design.
After initial reviews with the client, we presented the drafts to the choir members and organisers. Their feedback helped refine visual hierarchy, logo sizing, and tone—especially ensuring the final materials felt authentic to their voice and international identity.
Creative Decisions
Typography was kept bold yet friendly, striking a balance between fun and legibility. I used large sans-serif headers for maximum visibility and softer supporting fonts for warmth. The colour palette was based on a blend of vivid blues, pinks, and warm neutrals—designed to pop on both screens and print. The layout leaned into asymmetry to reflect movement and energy, while still maintaining harmony through repeated visual motifs like circular framing or diagonal cutouts.
Challenges & Solutions
The biggest challenge was nailing a design direction early due to print deadlines. With long lead times on physical assets like banners and posters, it was crucial to finalise key visuals quickly. This required tight stakeholder engagement and clear design rationales at every stage. I maintained flexibility by using adaptable design systems—modular layouts that could be reworked easily across platforms.
Outcome & Results
The final assets were successfully distributed across social media, event platforms, and ticketing sites, as well as printed on banners, posters, and flyers throughout Melbourne’s CBD. The campaign received enthusiastic praise from both the client and the performers, with audiences responding positively to the visuals online and at the event.
Reflection
This project was a reminder of how crucial collaboration is when design direction is open-ended. Listening actively, iterating swiftly, and presenting work clearly helped build trust and momentum. Most of all, it was a joy to help visually celebrate a group that brings so much happiness through music.