Brand Identity and strategy
Building a brand from the ground up is a rare opportunity. Illuminate Adelaide is a brand new, major winter event for South Australia promising to push the limits of what the ‘Festival State’ has come to expect from the festival format. KWP! was engaged early to help steer the festival’s founders and growing team towards a strong market proposition. The design team were then tasked with taking Illuminate Adelaide’s proposition and turning it into a world-class identity that would bring to life the organisation’s mandate to ‘blur the lines between art, light, and technology’. The basis of this integrated brand is a custom typeface and responsive grid system that allows our client to flex and fill the spaces and communication challenges they face online, in print, on the street, and possibly a notable building façade or two. Consistent across brand, website, and advertising this identity is deeply considered and is as much a part of the event’s content as it is a logo for Illuminate Adelaide to proudly point South Australia’s festival-going public at come winter 2021.