Based in Sydney, Australia

Based in Sydney, Australia

MAD Food Innovation Award.

The creative development process for the MAD Ventures Food Innovation Award centred on establishing a distinctive brand identity and visual language that set the award apart within the industry. This project required creating a recognisable look and feel, alongside a strong campaign theme to drive engagement across social media platforms.

Client

Sector

Scope

Agency

Role

Status

Date

MAD Ventures

Venture Capital

Brand Identity, Campaign, Social Media

Luminous Strategic

Senior Designer

Live

2025

Background: 2024 ACFEA Food Innovation Award managed by MAD Ventures was low-key, needs active marketing.Objective for MAD Ventures Award: build brand, visibility, convert interest to entries, increase applicants.Competitor overview showing diverse award marketing, clear themes, and visual language for campaigns.Food Innovation existing brand style on a simple web page. Award details and benefits.Approach: Campaign theme, visual language for social media, impactful contentStrategy: 3 month social campaign to drive applications, Awareness → Interest → Call for entries.Campaign idea: Bringing life to the food chain. Strategy for social campaign awareness.A visual device using dots to animate, representing the food chain cycle as an evolving system.Visual device with four dots representing the INTEREST stage of the social campaign.Visual device with two dots representing the AWARENESS stage of the social campaign.Visual device with six dots representing the CALL FOR ENTRIES stage of the social campaign.Brandmark for the Food Innovation Award with the small MAD. logo integrated.Food Innovation Award logo against the four primary campaign colors: Sky, Sea, Amber, and Mint.Sample of the Spline Sans typeface introduced for its futuristic aesthetic.Close-up of a scientist in goggles and mask holding a glowing blue test tube.Imagery grid showing diverse human-focused, innovative stock photos and AI-generated nature textures.Creative execution title slide on a black background.
LinkedIn page mockup for MAD Ventures featuring the Food Innovation Award social media banner.Three mobile mockups of the social media campaign ads on LinkedIn, showcasing different creative posts.Two social campaign ads: one with a woman in a field, one with a mushroom close-up. Call to action.Two social campaign ads: one abstract image, one with a farmer in a field. Focus on business impact.Comparison of the Existing and Updated Award website pages, highlighting new benefits and design.