Recently we were given the opportunity to develop a new brand architecture for the NFP Port Fairy Spring Music Festival. The festival has been unable to be held for two years because of COVID. Under the guidance of Artistic Directors, Monica Curro, and Stefan Cassomenos a musical program has been developed which is regenerative in its content with an eclectic range of events that will appeal to a broad audience of musical tastes.
Acknowledging the need to revitalise the brand the board appointed Faith to work on an evolution of the brand positioning, a new design for the website, and a communications plan that would broaden the appeal of the festival, particularly in Regional Victoria.
Working collaboratively with the board, and the Artistic Directors, Faith developed a new logo for the festival and a positioning line, ‘Live the Music’ which reflected the journey of the festival over its 32-year history. The logo takes its inspiration from musical notes and provides a graphical representation of the festival which is both flexible and adaptable.
Working with Adelaide software development solutions company I-NEX, Faith developed a new contemporary website design supported by I-NEX’s tailored arts ticketing system. A new television commercial has been created to support the festival and to create greater awareness for the festival throughout Western Victoria.
A highly visual creative approach was adopted which highlighted the beauty of the Port Fairy coastline and its rare backdrop as a stage for a celebration of music. Response to the program has already been very positive. It is anticipated that this year’s festival will see audiences re-engage with this iconic festival and attend what is arguably its most exciting program ever.