For ILA, Adelaide’s centre of immersive light and art, this exhibition featuring legendary 1970s and 80s music icons, was repositioned for a 2026 audience. Originally presented as ‘Behind the Velvet Rope’, Ikon introduced the title ICONS to capture the essence of the exhibition while creating a sharper, more memorable campaign identity.

With a tight lead time and predominantly digital rollout, the creative needed to achieve immediate recognition while capturing the duality of the experience – an immersive, technology-driven exhibition that honoured Scott Hicks’ original iconic portraits.

A vivid violet palette contrasts with vintage black-and-white imagery, while typography pairs sans serif with serif styles to seamlessly reflect both the digital experience and analogue heritage.

Designed for adaptability across out-of-home (OOH), social, web, EDM and projection screens, the flexible campaign system maintained strong visual consistency and maximum recall which helped drive audience engagement.