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The Sydney Fringe
brand development
The Sydney Fringe is a celebration of the urban and the unconventional, a multidiscipline cultural showcase that crosses from theatre to gaming to music to food. The fringe offers our audience the thrill of discovery and the opportunity to experience new works that are tangible and authentic; and we offer our artists the chance to be daring and risky, and create without a net. The Fringe is irreverent, an alliance of rebels, an alternative to the traditional and conservative. We offer ideas that are busting up through the underground, ready to be the next big thing. It is ever changing and surprising, an engaging festival for the next wave of artists and audiences. The Fringe is a place where you belong.
insight
The Fringe has a unique identity – an identity that is approachable, fun and irreverent.
solution
An identity was created around the “black sheep” character, he’s a bit grungy, streetwise, fun, irreverent yet welcoming. Tying into the Inner West location a diverse suite of collateral was developed from street press advertising, to banners, to program guides, an iPhone application and website.
Projects undertaken include:
Brand Identity Creation
Advertising
Website
Style Guide
Program Guide
Flyers
DM Peices
Posters
Street banners
T
ickets
Pocket Guides Newspaper Wrap
