Astrid Wehling Graphic Design

19/01/2026

I am reading Kumi Taguchi's biografie 'The Good Daughter' at the moment (love that book!) and she talks about an experiment she did at university. They were given an image of a woman in different context. The experiment showed how the woman's face (or what we see in her) changed depending on what we are told.

I have set up something similar (I think) - and yes, it is a good example on how to sway opinions of readers and users by telling different stories. Something really important to keep in mind these days.

What do you think? You have to open the images to read the taglines.

ph: pexels

22/12/2025

“Courage is the measure of our heartfelt participation with life, with another, with a community, a work, a future.”
David Whyte

The studio will be closed from 24 December 2025 – 5 January 2026.
Have a good break, a peaceful and happy Christmas and nourishing holidays. ❤️

📷 Anthony Gomez on Unsplash

27/09/2025

Brisbane is getting ready for the Party! 🎉🥨🍻🪗🇦🇺🇩🇪
Brisbane German Week, from 1-17 October.
https://www.brisbanegermanweek.com.au

Thank you for the opportunity to be a national design sponsor for Brisbane German Week and Perth in 2025.

24/07/2025

It's always a good day when The Journal of Australian Ceramics is in the mail.
Even after so many years - I still love the smell of fresh ink and the excitement opening the envelope.

160 pages full of ceramics, stories, thoughts and advice. This time we added an extra section at the back, for the 17th Australian Ceramics Triennale which is happening in early October in Walyalup (Fremantle) in Western Australia.

Thank you again to the team at The Australian Ceramics Association, for making it easy for me to put together such beautiful magazines.

07/07/2025

I'm starting the week by sharing a small project from a few months ago.

My client needed a logo for a side business she runs: exclusive handcrafted toys, doll and teddy bear clothing, cute bags, and other beautiful handmade keepsakes. She plans to sell these mostly on weekends at artisan markets in Victoria, where she lives.

The logo needed to be unique, playful, colourful, and artistic, while reflecting the handmade, high-quality character of her products. We decided on a whimsical fantasy character —distinctive and fun. The heart element is a reminder that every piece is made with love.

Everyone loves the result — I hope it will one day become a little toy itself. :)

(P.S. In case you're wondering: the business name is a combination of the first names of the client’s grandmothers.)

19/05/2025

After 12 months of planning by the Australian Council on Foreign Relations, the first-ever Pax Ludens took place in early May in Sydney. The event marked 80 years since the end of the Second World War in Europe.

The idea was initiated by the president of the Council, Prashanth Shanmugan, and the simulation was led by serious-game experts Diederik Stolk and Tim Goudriaan from the Netherlands. Pax Ludens was supported by the University of St Gallen, Switzerland and its interdisciplinary hub, Square. Both Sandro Ruegg from Square and Dr Yves Partschefeld from the School of Humanities and Social Sciences at St Gallen joined the Council in Sydney to support the experience.

Games have always helped to explore power, test ideas, and build strategy. They are creative tools for learning. They give structure, but still allow freedom to imagine.

Pax Ludens: Australia–Europe brought this to life with a full-day simulation using real-world scenarios, focused on the future relationship between Australia and Europe. It was less like a war game, and more like a peace game.

Around thirty students and professionals took on the roles of countries, blocs, and institutions. During the day, they negotiated, collaborated, and shaped outcomes. At the start, many were unsure — but slowly, confidence grew. The facilitators noticed how teams became more open and expressive, like diplomacy was something they could actually own.

For me, as the lead designer, it was a beautiful opportunity to shape the branding, the voice, and the look of Pax Ludens: Australia–Europe. From name tags and lanyards to the program booklets, slides, handouts, online registration, and the large printed world map, optimised for gameplay — it all came together really nicely.

Having a strong, clear visual identity helps make the brand feel consistent and professional, and gives people confidence in the experience.

Even small details mattered. For example, when we discussed whether to call it Pax Ludens: Europe–Australia or Pax Ludens: Australia–Europe, the president said: “Design takes precedence.” From a visual and layout view, the second version made better sense. It is not common to work on a project where the leadership understands the power of design.

I am really looking forward to the next Pax Ludens.



Hosted by
www.linkedin.com/company/acfr-au/
www.instagram.com/acfr.au
www.instagram.com/PaxLudens.au/
Supported by
www.linkedin.com/school/university-of-st-gallen/
www.linkedin.com/company/square-hsg/

Images supplied by the Australian Council on Foreign Relations

07/04/2025

Fresh off the press - the Autumn issue of The JAC, The Journal of Australian Ceramics. 160 pages of stories, artworks, how-tos, heartfelt memories and new ideas.
It was great teamwork and great fun as always. Thank you, The Australian Ceramics Association, Montessa Maack, Alison Smiles and the whole team.

The magazine is available through the Association and at selected stockists.

27/03/2025

Pax Ludens is an innovative initiative by the Australian Council on Foreign Relations, an independent, non-profit ‘do tank’ that serves as a platform for corporate diplomacy, operating at the intersection of diplomacy, economics, and culture.

The inaugural Pax Ludens will take place in Sydney in May 2025, focusing on the Australian-European relationship within an increasingly complex global landscape.

Learning through games is as old as humanity itself. Throughout history, games have been used to explore power dynamics, test ideas, and refine strategies—making them essential tools for learning and innovation. Playing games engages our innate curiosity and creativity, providing a structured yet dynamic way to navigate complex scenarios.

Pax Ludens brings this concept to life through immersive, war game-style simulations and real-world scenarios. Participants sharpen their strategic insights, refine professional skills, and develop a deeper understanding of geopolitical power dynamics. The experience equips them with practical expertise in high-stakes negotiations and complex decision-making across political, economic, and strategic domains.

As the designer, my first task was to create a visual identity for Pax Ludens. After exploring various concepts, we landed on circular shapes – half-circles and full circles – symbolising audiences, groups, teams, and interconnectedness.

The logo’s versatile design allows for flexibility in its application. Its elements can be used together or separately, adapted as standalone icons, or rendered in different colours to represent future variations of Pax Ludens. This ensures a cohesive visual identity while allowing individual elements to be tailored to specific assets.



linkedin.com/company/acfr-au/
instagram.com/acfr.au

instagram.com/paxludens.au/

19/12/2024

17/07/2024

The latest issue of the Journal of Australian Ceramics, JAC 632, is out today!!
Exhibitions, artist portraits, students' work, interviews, technical advice and more. A big 160pages winter read, now available at australianceramics.com/shop and in various galleries around the country.
I say it every time because it's true: I really enjoy working with you, The Australian Ceramics Association! Thanks for the great teamwork as always.

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17/01/2024

Refreshing a brand's visual identity is a strategic design process that breathes new life into an established brand's visual identity. It involves a careful balance between retaining brand recognition, preserving its essence and balance contemporary appeal and the timeless elements that define the brand.

'Contemporary appeal' does not mean 'trend of the month'. Copying design trends (fonts, colours, shapes) is just a cosmetic change.
Refreshing a visual identity is a deliberate effort to enhance brand perception and align with the evolving tastes of the target audience.

A brand refresh is a strategic move to communicate a brand's evolution and commitment to staying relevant in the eyes of its audience without compromising brand equity. It's a visual declaration that the brand is not static but dynamic, adapting to the ever-changing landscape while staying true to its core identity.

Rebranding is a marketing project. Refreshing a brand's visual identity is a designer's job. Contact me if this is on your 2024 list of things to do.



Ph: Zuzana/Unsplash