KWP! Launches Brand Identity For Adelaide’s Winter Festival, Illuminate

The brand identity and website created by customer experience agency, KWP!, in collaboration with South Australia’s new annual winter event, Illuminate Adelaide, went live on Thursday as part of the launch of the event’s program highlights.

The work is the result of months of close collaboration with Illuminate Adelaide Co-Founders and Creative Directors Rachael Azzopardi and Lee Cumberlidge.

KWP! Group Creative Director Joshua Fanning said it’s fitting to announce the brand as Illuminate Adelaide reveals its highly-anticipated highlights program celebrating innovation, music, art, light and technology over 17 days and nights from 16 July 2021.

“This work is only possible due to a close, working relationship with our clients and fully understanding their desire to express the ambition they have to create a world-class event that is open and accessible to everyone.”

“The design team at KWP! have produced an integrated brand based on a custom typeface and responsive grid system that is both highly technical and a whole heap of fun,” said Fanning.

“The design allows Illuminate Adelaide to flex and fill the spaces and communication challenges they face online, in print, on the street, and possibly across a notable building façade or two.”

Homegrown co-founders and creative directors, Rachael Azzopardi and Lee Cumberlidge said, “right from the outset, Illuminate Adelaide partnered with organisations such as KWP! to achieve our vision of bringing together leading artists and innovators from around the globe to collaborate with technical teams and cultural partners in our city in delivering exceptional experiences and performances in the public realm and iconic venues.”

“We’ve sought opportunities to embrace ambitious ideas and emerging technology, to explore new and diverse voices, and to celebrate spectacular Australian and international works. We are also commissioning major South Australian projects, demonstrating the incredible work being created in the state.”

With over 150 installations, performances and events, including 41 world premieres, Illuminate Adelaide will create hundreds of jobs in South Australia and the opportunity for audiences around the country to explore a city brimful of innovative and immersive experiences.

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