Designed for Patrica Piccinini’s exhibition We are Family for the 2003 Venice Biennale of Contemporary Art, the core identity was based on the only artwork produced at that time, Girl with Stem Cells (2003). The core typographic identity (featuring Hoefler’s Ziggurat and Barnbrooks Expletive Script) which was then playfully applied to a wide variety of collateral including brochures, a catalogue, a letterhead and the renown Piccinini bags. The colour palette was a reductive one, being based on a series of human skin tones.