Sydney Fringe Festival 2023 — Pinker, bolder, louder and Fringier!

After years of the same design, The Sydney Fringe Festival was prime for a refresh. Its branding was corporate and it wanted a fresh look that engaged audiences and reflected its diverse program.
The branding had to work across a whole spectrum of applications from a box office, a festival guide and an app, to social media, print, out-of-home adverts and festival livery.
Great & Small Studio evolved the brand by amplifying and celebrating its most recognisable brand assets, elevating the signature pink and ticket graphic to be loud and proud.
The result is a strong brand identity where there previously was very little, and a flexible design system that could be used across a myriad of applications. The updated branding resonated extremely well, with positive feedback across the festival from audiences and the within the Fringe team.

The 2023 campaign was centred around real audience reviews

Bold and simple for maximum visual impact, fluorescent street posters were pasted across Sydney

Flags down busy King Street, Newtown

The 2023 rallying cry: Paint The Town Pink!

The campaign extended across bus shelters at sites across the Inner West

For the first time ever, the Sydney Fringe Festival had it’s very own app

The 100-page Festival Guide

Livery included lanyards, passes and Tshirts

Another first: Sydney Fringe Festival had it’s own real-life box office

Posters adorn the side of the Box Office

The Box Office was located on the high-traffic forecourt of the Queen Victoria Building in the centre of Sydney for the month of September

The design system of bold type, the ticket motif and bright colour palette extended into artist and venue posters

The system also extended across social media

Available partner sites were used as a canvas for advertising

“The incredible design work has totally elevated the festival to another level this year. Thank you!”

Kerri Glasscock — CEO, Sydney Fringe Festival

CLIENT
Sydney Fringe Festival

SERVICES
Creative Direction
Brand Identity
Print Design
Digital Design
Editorial Design
Campaign Design
Signage
Livery Design

COLLABORATORS
Street poster print and distribution by Rock Posters
Large format printing by Selby’s
Box Office print and install by ive
App powered by Ferve
Campaign consultant SomeOne in Sydney

Related projects

Sydney WorldPride

Sydney Fringe Festival 2023 Guide

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