Creating The Unexpected For The Victorian Seniors Festival

Creating The Unexpected For The Victorian Seniors Festival
SHARE
THIS



The latest statistics from the ABS reveal that nearly half of Victorian seniors (anyone 60 and over) are aged between 60 and 69.

This is the generation of the first Rockers, Sharpies and Mods.

People who jumped the fence at the Myer Music Bowl in ’76 to hear AC/DC, who saw the Rolling Stones the first time ’round and remember when TVs were black and white, and front seats were bench seats.

The social, sometimes psychedelic, revolution of the 60s and the fabulous, if sometimes questionable, 70s was the playground of today’s Victorian seniors.

With at least half of today’s seniors carrying the profound sense of individuality and self that these two landmark decades produced, the Victorian Seniors Festival, run by the DHHS annually caters to both an active, forward-thinking and engaged audience, as well as those spending their older years more gently, both in an urban setting and further afield.

VSF18_Tshirts

The Festival consists of activities from garden tours to rock concerts, cycling trips to come and try croquet.

Yoke was invited to respond to a brief identifying that the Victorian Seniors Festival needed 2018 collateral based on an evolution of the existing Festival brand.

After initial discussions it was agreed that given the changing nature of what it means to be a senior in Victoria, a new brand identity that would give the Festival a new more engaging presence, and remain flexible to annual themes for the next few years, was more desirable than a simple re-use of the existing style guide and imagery.

Yoke created a completely new look and positioning for the Victorian Seniors Festival.

Based on the core brand values of heart, authentic diversity, respect and community, and inspired by great poster art of the 60s, it is colourful, and presents a level of design expected of a Melbourne arts and culture event and, like the generation who are now reaching their senior years, represents a very distinct departure from past convention.

It is a recognition of the uniqueness of all of the people that the Festival is for.

It also recognised that many of the people engaging with the Festival’s marketing are not seniors at all but are people looking for ways to spend time with, and enrich the lives of, seniors they care for.

VSF18_Programme-

Festival communications manager Jennifer Smyth said: “Yoke has created an impressive brand to inspire curiosity around the state, a curiosity for what it means to be a senior in Victoria today, and for what the Festival has to offer.

“We’ve seen the playful application of the key brand features of a portrait with word listing throughout the councils and organisations that run events.”

“Yoke are incredibly proud to have created such a vibrant new brand that reflects the dynamic nature of both the festival and Victoria’s seniors,” Ben Kushinsky of Yoke said.

This year’s theme showcases stories of a group of individuals chosen to highlight the diversity of Victorian seniors.

Beautiful black and white portraits of the people who are the faces of the festival, coupled with a beautifully typeset collection of single words, sum up aspects of their lives while painting a living picture of who they are and where they’ve been.

The branding, including the individual’s stories and the complete broader identity can be seen all over Victoria right now.

Grab a program, and make contact with the seniors in your life who can take you to some of the activities at their festival –  you’ll definitely want to go too!!

Please login with linkedin to comment

Festival Melbourne Seniors

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]