M&C Saatchi’s Re Agency Unveils New Branding For The Sydney Festival

M&C Saatchi’s Re Agency Unveils New Branding For The Sydney Festival
B&T Magazine
Edited by B&T Magazine



Re Agency plan to reinvigorate the upcoming Sydney Festival as the city comes completely out of lockdown.

For the Sydney Festival, which has run since the Summer of 1977,  Re Agency plan to design an identity that says, ‘This is Sydney.’

The new design comes from the festival’s artistic director Olivia Ansell, who previously worked as the Sydney Opera House director of contemporary dance, circus and physical theatre.

“Our brief to Re was to breathe new life into Sydney Festival’s identity by developing a brand that could represent Sydney’s charismatic and bold personality whilst reaching the broadest range of demographics possible,” Ansell said.

“Re realised this vision spectacularly with motion led, vibrant, contemporary and artful execution.

“Our 3D ‘S’ shapes encourage interested ticket buyers to find their Sydney side through a range of emotive lenses, and will leave a lasting impression on Sydneysiders and visitors alike this summer.”

The festival aims to offer something for everyone and live by the campaign ‘Find Your Sydney Side.’

Associae design director at Re Agency, Sumita Maharaj, said: “Growing up as a Sydney local, this festival has been a part of the fabric of the city for as long as I can remember.

“Sydney Festival’s new identity is fun, unapologetic and unmissable – much like the city itself! Its motion-first approach has an innate sense of energy that reflects the nuance and contradiction that makes Sydney so unique.”

Andy Thomas, executive creative director at Re Agency added: “We hope this festival reinvigorates this great city and our work plays a (small, but significant) part in her reemergence after a difficult couple of years.

“I couldn’t be prouder of the team behind this dynamic, playful identity. It’s been a labour of love. But most importantly, we hope this encourages everyone – from locals to blow-ins like me – to discover their Sydney-side this summer.”

The Sydney Festival is Australia’s largest international arts and culture festival and has hosted major Aussie musicians, performers and comedians including Nick Cave and the Bad Seeds, Gotye, Regurgitator, Emma Donovan and Tex Perkins.




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