Sydney Festival – brand and campaign 2013-16
Alphabet were invited to develop a new identity for the Festival that would survive beyond the 3 year term of the Director. A word based identity solution was devised using the existing brand asset ‘This is our city in summer’ in a re-energised, focussed and liberated way. We saw it move from a strap-line to an active element embedded in each communication. The idea was to incite curiosity… provoke and involve the audience, to make it feel like it’s their festival. We created a conversation with the audience.