First held in 2005, Festival of Voices was created as an artistic and cultural celebration. Known only to a small pool of choral directors, Envelope’s rebrand increased local and national awareness securing ongoing government funding.
Collaborating with our colleagues at Green Team, the creative brief is drawn from close consultation with all festival stakeholders. A clear positioning statement – singing, performing, learning – informs all physical and digital marketing and communications.
The iconic ‘V’ symbol captures the spirit of the human voice with a subtle nod to the iconic shape of Tasmania.
The festival program features a rich tapestry of photography from previous festival performances awash with a vibrant colour palette — refreshed each year — complemented by a ‘retro’ digital typeface used to connect with an ‘all-ages’ audience.
Festival revenue increased by over 150%. In 2009, year one of the new brand, $1m was injected into the Tasmanian economy. In 2010 this trebled to $3m.
10,000 visitors attended the 2010 festival, making it Australia’s leading annual choral event. This represented a 300% increase in visitation.
Festival of Voices also won the prestigious Australian Business Arts Foundation national SME award which recognises partnerships between businesses and arts and cultural organisations.