Sydney Festival 2017-20 – brand and campaign
During the creative development for the 2017 festival, Wesley Enoch (Festival director) emphatically stated “I am a maker”. It is from this that Alphabet took their creative cues. A Festival made by a maker. A Festival inviting all to be makers. A Festival to make your own. Retaining the essence of the Festival brand, while rethinking, retooling and reimagining it. We did this by taking the existing brand font and rebuilding it – pulling it apart and reassembling, creating a bespoke typeface for the Festival and introducing a strong colour palette, the creative has immediate recognition and cut through. Key to the creative direction for the campaign from 2017 through to 2020 is to reflect you – the audience – The faces of the people who support, embrace and celebrate the Sydney Festival in all its guises.