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For three days, in a 2,000 sqm technology playground, industry leaders met next-gen robots, explored augmented reality and participated in think tanks.

The premier showcase was an opportunity for processors, researchers and policy makers to interact with the culmination of AMPC’s research and development. Dozens of projects representing all aspects of the meat processing industry were included.

We created a comprehensive brand system for this inaugural carbon-neutral conference. Our designs were to celebrate the emerging technology, whilst depicting a safer, more productive and more sustainable advancement of the industry.

Over 40 cutting-edge technological advances were demonstrated for delegates to see, hear, touch and connect with. Researching these frontiers of tech, we developed a library of interlocking illustrations, taking inspiration from blueprints and circuit diagrams. The resulting futuristic fabric was used to brand all aspects of the event environment, from invitations to video promotions to branded goodie bags.

Over 300 square meters of exhibition signage was created for the interactive conference, covering every corner of the immersive exhibits at Melbourne Showgrounds’ Victoria Pavillion. From robot dogs to virtual knife-skills training to Robocop-like exoskeletons — every aspect of the industry that employs 135,000 Australians was represented in five colourful zones.

Photography by Graham Jepson, courtesy of AMPC.