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Reading: City Of Sydney Gets Festive With Christmas Branding From HOLT
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B&T > Marketing > City Of Sydney Gets Festive With Christmas Branding From HOLT
Marketing

City Of Sydney Gets Festive With Christmas Branding From HOLT

Claire Robinson
Published on: 7th December 2016 at 11:47 AM
Claire Robinson
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The City of Sydney local government area has rolled out the third year of its evolving Christmas brand created by local design studio, HOLT. Set to run throughout December, the campaign will span the spectrum of outdoor, digital and print media.

The creative centres on the familiar lines of a triangular, tree shaped motif. The ‘Christmas tree’ identity is designed of hundreds of smaller triangles in a myriad of jewel-like tones, creating a colourful, kaleidoscopic effect.

As though in flux from a gust of wind, small ‘leaves’ of colour are blown from the tree shape, into its surrounds. This year, these scattering leaves are featured further with the use of cut outs in some outdoor executions.

HOLT_CoS_Christmas_newsstand

The design, focusing on the movement created by wind, is informed by the famous woodcut Travellers Caught in a Sudden breeze at Ejiri by 19th Century Japanese print-maker and artist Hokusai, and Jeff Wall’s contemporary photographic interpretation of this work, A Sudden Gust of Wind.

The use of a palette of more the 350 individual colours for the campaign is intended to create a positive and joyful emotional response to being within the urban landscape of inner-Sydney and the CBD at this time of year.

HOLT has used Outsiders, a contemporary slab serif font designed by Henrik Kubel at A2 Type foundry in London, to realise the ‘Happy Christmas’ messaging in identity.

HOLT_COS_Christmas_Street Flag Eddy Ave

Creative director, Christopher Holt, said, “Seeing the Christmas creative be given fresh life across new executions over a number of years has been very satisfying. The fun part for us is that the campaign truly takes over the City, and in a subtly different way each year”.

The campaign, which represents the commercial activations and community celebrations of the 2016 Christmas period in Sydney, has rolled out with outdoor, print media and digital executions, along with retail, precinct and event activations.

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TAGGED: Hospitality, Marketing to Millennials
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By Claire Robinson
Claire has worked across PR, communications, marketing, media and design for almost 20 years and offers the following specialities: * PR and communications, specialising in: consumer and lifestyle brand/product PR; corporate communication; trade publicity for the advertising, media, design, marketing and creative services industries; internal stakeholder communications * Client services and business marketing for the advertising, media, marketing and design industries * Branding and design consultancy

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