As the invitation is opened, performers are revealed, until we meet the ringmaster presenting this year’s UDIA Awards theme, Circus. With a mixture of mystery and fun, Tell's invitation design quickly communicates the awards theme in an original way, through interesting folding, which can be mailed flat, and then supports itself upright on a guest’s desk.

The design was carried through to press advertising, audio-visual material and theatrics on the Awards night.

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