Baker's Dozen is Melbourne Food & Wine Festival's annual celebration of all things baked — and for its Fed Square edition, I directed the full creative system: visual language, motion design, tone of voice, and the spatial logic that tied everything together across interactive installations. The brief demanded something that could flex across signage, digital touchpoints, and live environments, while holding its own in one of Melbourne's most trafficked public spaces. The result was an identity that felt as warm and handmade as the event itself — grounded in the craft of baking without leaning on nostalgia or rustic cliché. Every element, from the motion system to the typographic decisions, was designed to feel alive in the space. Less announcement, more invitation.