Express expr

Expressence — Capturing the brand essence of a city's peak cultural festival and expressing it through multiple channels.

Bleached Arts

Bleach Festival branding

Launch website

The backstory —

Since its inception in 2012, the Bleach* Festival has grown to become the Gold Coast’s largest arts and culture festival. We’re talking over 200,000 visitors and an economic impact of $25m in its first four years.

Impressive numbers, especially given that historically, the GC wasn’t exactly known for its cultural output. Excitingly, the festival gathers momentum each year, with a growing audience, higher calibre of artists and events along with an expansion of its reach across the city.

Bleach Launch TVC Shoot

Where we come in —

We’ve been there right from the get-go, as Bleach’s* agency partner. Each year, we collaborate with the festival’s Artistic Director to discuss the upcoming program and vision for the next year.

And each year, one of our main challenges is to reimagine the look and feel of the festival to communicate its evolution as the city’s peak cultural event.

Furthermore, because the festival prides itself on new and original works, we rarely have visual assets to promote each event. To creatively overcome this, we create a new overarching visual style each year that binds every piece of collateral, ensuring a cohesive and striking suite of work.

Production-wise, we need to be agile — our sponsorship has to be paired with the most pressing needs of the festival. The brand is expressed through 30,000 printed programs, around 40,000 website visits along with outdoor, digital and print media. As the festival has grown, so too has the capacity and functionality of the website — with that growth, also comes the need to ensure our approach and processes refine year-on-year.

How we came at it —

In 2017, the Bleach* Festival program explores the relationship between sport and art — emotion and motion. In both sport and art, we experience profound and transformational moments that create lifelong memories and connections to our greater sense of humanity. From this, we developed a creative and visual approach that spanned art and sport through the use of aerial performances, captured with high-speed cameras, enhanced in post-production.

This exciting creative approach provided an evocative visual style for the Festival that’s distinct while being abstract enough to allow individual interpretation — building intrigue and excitement.

Bleach Festival 2017 Launch Event and Adshell at local bus-stop

How did we do it —

Since its first year, the festival's branding has drawn compliments locally and nationally from stakeholders and savvy arts sector peers. Its success has seen the festival receive official endorsement to be part of the 2018 Commonwealth Games Cultural Program. Supported by a commitment of triennial funding from City of Gold Coast and Tourism and Events Queensland, Bleach* Festival's future looks bright indeed.

Why do we do it?

Our partnership with the festival is based on our shared passion for the arts and creating engaging and captivating experiences that enrich people's lives. We also get a real kick out of knowing we're helping build the Gold Coast's cultural identity and creative industries.

Louise Bezzina Artistic Director, Bleach* Festival
Louise Bezzina - Artistic Director, Bleach Festival

...they were immediately captivated and came back with an incredible vision that brought to life the strength and beauty of the works presented in this year's Festival program.

If you'd like to know more about this project, please get in touch

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