Branding, marketing and graphic design
Every year during March, the Shepparton Festival invites the Goulburn Valley community, their friends and family to enjoy arts, culture, music and food. Our goal is to build on previous successes with out-of-the-box thinking.
There is something for everyone at Shepparton Festival. With over 60 events across numerous GV venues and over 24,000 attendances, it brings the community together to celebrate not only art but also our diversity, history, and region strengths.
The festival encourages audiences to look at their region positively and to be inspired by the festival experience. It fosters connections to the environment and with each other, and challenges artists, community groups and organisations, as well as businesses to engage with each other.
The decision was made to rebrand in order to help the brand stand out amongst sponsors and as the festival title and be more adaptable and flexible with uses and applications. It was important for the brand to have the ability to be tailored to a new theme each year and continue the longevity of the festival and to be understood by, and attractive to a larger scope of demographics.
The solution came from the festival tagline ‘unique events unusual places.’ The icon takes on the shape of the drop pin, a modern reference to place or point of interest. The lines that define this shape are unique, like those that make a fingerprint – where no two are the same. This will stay true to the festival brand each year no matter what the theme is as these values don’t change. The use of the icon will help build brand recognition and trust. The use of black and white only means the logo is more adaptable to any colour/theme as it is unknown what each year will bring.
The logo is applied to stationery and promotional banner (below) to promote the festival only. It shows the brand stripped back with no reference to any year or theme. These banners would be used at events that are part of the festival so people understand the connection between the festival and event.
The theme for the 2020 festival is Evolve. A ‘call to create’ was sent out asking all local artists to submit artwork based on this theme to be used as the cover for the event guide and set the branding for the 2020 festival.
The winning artwork pictured right, was created by artist, Rachel Doller.
“My work is a celebration of the evolution of this amazing place we call home, into a truly diverse and exciting region. The mixed media collage is a harmonious collection of elements: geometric and organic shapes, bold colour combinations and expressive pattern, line and texture. The work aims to honour this place of opportunity, community and culture and the people that inhabit it, inspiring fun with a child-like creative energy but, above all, aims to explore the evolution of our region’s modern landscape with its dynamic mix of people, places and experiences.”
– Rachel Doller, Artist.
The pocket guide (below) follows this theme into the graphic design styling for all marketing material. The design takes shapes and colours from the artwork to form a brand.