Mecca

Founded by Jo Horgan in 1997, MECCA has grown to become one of Australia's leading prestige beauty retailers, with more than 110 stores across Australia and New Zealand.

For the Beauty Spectacular 2021 Holiday Campaign, MECCA commissioned our Art Director, Sam Chirnside, to lead the art direction and design a bespoke display typeface that became a defining element of the campaign's visual identity across both digital and print.

Celebrating the work of Kaantju/Umpila artist Naomi Hobson, the campaign highlighted MECCA's ongoing support of women in the arts, bringing together bold typography, contemporary design and Indigenous Australian art in one of the brand's most recognisable annual campaigns.