A modular logo framework forms the basis of a brand identity with a subtle nod to sheet music. The pristine natural beauty of Townsville’s surrounding landscapes provides inspiration for a warming colour palette. Perfect to represent the warm days of winter in the tropics.

A new call to action, “Come feel the music” adds another dimension to the existing tagline, “Sounds like paradise”.

A multitude of printed and digital communications are rationalised into a cohesive framework. Consistent templates for advertising and marketing streamlines production and maximises budgets.

The Festival’s primary marketing tool, a 48 page booking brochure, is given a complete overhaul increasing its appeal and saving production costs. Inserted into “Limelight Magazine” it has national reach.

Complex information hierarchies are distilled allowing readers to quickly scan the full program or drill down into the detail of individual performances. Clarity and legibility allows this brochure to be read on a variety of levels. Stunning photography of the natural environment paired with engaging portraits of the performers helps lure travellers from colder climates.

Working closely with Oracle in Townsville, Envelope’s flexible brand architecture cements an engaging online customer experience driving future ticket sales.

“

Envelope were a joy to work with! Ty’s passion and commitment is fierce, and his innate ability to quickly and intuitively understand our brand and what was needed to better connect with audiences was extremely valuable. He successfully helped us re-brand the Festival and create a fully integrated and visually exciting brand architecture.”

— Sheridan Helft