Sydney Architecture Festival

Doing more with less. The development and the ongoing application of the identity and marketing communications have been required to function effectively with limited budget and resources. Sydney has its fair share of Festivals and events so the identity needed to cut-through, drive awareness, connect and inspire people to attend Sydney Architecture Festival events through a multi-tiered approach to all communications. The festival is uniquely placed to champion the role of good design and architecture in people's lives, so it's critical that communications are dynamic wide-reaching and effective within an already crowded media space.

We devised the festival’s brand and positioning to achieve strong engagement in the community, across multiple touch points. This included a responsive, mobile-first experience designed to promote and distribute rich branded content that could deliver core messages to both our existing and potential audiences. The strong identity allowed the client — a small team with limited resources, to extend their reach and grow the audience base both domestically and internationally.

Through good collaboration we've been able to leverage any available opportunity to connect with the people to explore and add their voice to how we make better architecture more open and accessible across the community. Year on year participation continues to grow and for the first time, the Festival was covered on every free-to-air television network, and by Sky News, as well as by Financial Times (UK) and Domus Magazine. In the social channels more than 1.2m impressions were generated reaching over 220,000 users.

The identity and communications were also required to support the NSW Architects Registration Board broader strategy of communicating design in a straight-up way. No design-speak. With punch. At the heart of the identity is the humble line. Intrinsically connected to architecture, through plans and drawings, the line can respond, create and renew in unexpected ways. In turn, we can devise endless interpretations of the identity, to connect with our audience while also expressing the themes, content and spirit of the festival program dynamically in any available media.