Art Gallery of South AustraliaRADICAL TEXTILES

Radical Textiles is an ambitious survey of over 100 artists, designers, and makers who’ve used fabric as a form of resistance, where weaving becomes protest, and thread becomes message. From William Morris’s anti-industrial prints to contemporary textile-based activism, the Art Gallery of South Australia’s exhibition spans a century and a half of material subversion.

BaseMEL approached the campaign not as a static identity, but as a digital instrument. A living tool that threads tradition through technology.

This wasn’t about illustrating embroidery or evoking surface texture. The challenge was conceptual: how to turn a tactile, political, and deeply human medium into a digital campaign without flattening its intent. How to build a system that reflects the tension at the heart of the show – between hand and machine, history and code, message and material.

Rather than a fixed logo or lockup, the generator produces infinitely variable outputs: adaptive, dynamic, and grounded in the visual DNA of the exhibition. Hosted online, it lets the gallery and collaborators create assets on demand. The identity becomes less a rigid system and more a living, generative space – a campaign that refuses uniformity and feels handmade at machine scale.

The generator is both output and argument, a digital mechanism that materialises the central concerns of Radical Textiles. Code as craft. Machine as accomplice. Message made visible in the weave. In place of a traditional identity system, we built a campaign that is process-driven, participatory, and alive to its context, one that folds 150 years of history into a single, generative thread. A campaign that doesn’t just communicate Radical Textiles, but performs it.