Sydney Fringe Festival:
Branding
Pinker, bolder, louder and Fringier!
Creative Direction
Brand Identity
Print Design
Digital Design
Editorial Design
Campaign Design
Signage
Livery Design
The 2023 campaign was centred around real audience reviews.
After years of the same design, The Sydney Fringe Festival was prime for a refresh. Its branding was corporate and it wanted a fresh look that engaged audiences and reflected its diverse program.
The branding had to work across a whole spectrum of applications from a box office, a festival guide and an app, to social media, print, out-of-home adverts and festival livery.
Great & Small Studio evolved the brand by amplifying and celebrating its most recognisable brand assets, elevating the signature pink and ticket graphic to be loud and proud.
The result is a strong brand identity where there previously was very little, and a flexible design system that could be used across a myriad of applications. The updated branding resonated extremely well, with positive feedback across the festival from audiences and the within the Fringe team.
Bold and simple for maximum visual impact, fluorescent street posters were pasted across Sydney.
Flags down busy King Street, Newtown
The 2023 rallying cry: Paint The Town Pink!
The campaign extended across bus shelters at sites across the Inner West
For the first time ever, the Sydney Fringe Festival had it’s very own app
The 100-page Festival Guide
Livery included lanyards, passes and Tshirts
Another first: Sydney Fringe Festival had it’s own real-life box office.
Posters adorn the side of the Box Office
The Box Office was located on the high-traffic forecourt of the Queen Victoria Building in the centre of Sydney for the month of September
The design system of bold type, the ticket motif and bright colour palette extended into artist and venue posters
Venue poster
Venue poster
Artist poster
Available partner sites were used as a canvas for advertising
A word from the client:
“The incredible design work has totally elevated the festival to another level this year. Thank you!”