Project
Sydney Fringe Festival
Campaign identity and rollout
The Sydney Fringe Festival is the premier platform for home-grown talent, yet many Sydneysiders perceive it as exclusively avant-garde. The 2024 campaign aimed to shift this perception, showing the festival’s breadth – from quirky and experimental to award-winning touring productions – while increasing awareness, engagement, and recognition across festival hubs.
An explosion of unexpected
The campaign invites curiosity by balancing humour, accessibility, and clarity, reflecting the festival’s vibrant personality while guiding audiences through its diverse offerings through:
Witty sublines amplifying real festival-goer reviews, paired with signature pink and ticket shapes for instant brand recognition
Iconography-based stamps that refine the festival’s brand architecture, improving audience navigation and future-proofing internal consistency
Toolkits for social templates and guidelines for the internal designer, ensuring scalable and cohesive rollout
Details
Project
My Role
I helped to develop the campaign concept and activation ideas, while leading the re-structuring of the festival’s architecture. I also developed comprehensive design toolkits, including social media templates and guidelines, to empower the internal design team and ensure cohesive, on-brand execution across all touchpoints.
Studio
SomeOne Sydney
Creative Team
Creative Direction — Tom Dabner
Client Services — Rebecca Bosustow
Design — Tom Dabner, Michelle Jin, Julien Bertouille
Motion — Tom Dabner