Different venues, same spirit

Running across a broad range of Merivale venues, from jazzy, laid-back vibes to punky beer gardens, the campaign needed a visual identity that could flex without losing its connection to the festival.

Three foundational design ingredients; colour, pattern and retro imagery became the building blocks of the system. Each venue could dial them up, down and in different directions to create its own personality, while still feeling part of a recognisable festival.