Sydney Festival has launched its 2013 event, with a fully integrated advertising and marketing campaign created by Alphabet.
Featuring language as the key tool, the creative utilises the Festival’s strap line, “This is our City in Summer,” with a typographically-led campaign. According to Alphabet co-creative director Paul Clark, realising that the existing strap line could be embraced and utilised as a key concept driver for the campaign, was an exciting breakthrough. “We needed to enhance its meaning and for it to work much harder on behalf of the Sydney Festival brand and its product,” he said. “We saw that we could use the strap line to challenge, redefine, subvert, contradict and quantify the essence of the Festival brand.”
Alphabet also designed a new identity for the Festival. The typographic logo utilises a cursor, which suggests a stream of thought, the rendering and documentation of words, thoughts and ideas.
Tim Kliendienst, co-creative director said that language and typography play centre stage across both the identity and campaign executions, but still allows the photographic images, from productions involved in next year’s Festival, to lead the creative.
“All graphic material is stripped back, minimised to give the language ultimate potency but allow the diverse range of imagery we’ve used, to be lead creative. Key applications are left white, however, like a blank canvas, to give the language a bold uncluttered landscape.”