AFCM Brand Identity

The Australian Festival of Chamber Music (AFCM) has a long and treasured history. Now in its 26th year and held annually, the Festival presents internationally acclaimed classical musicians surrounded by the natural beauty of Townsville. Envelope’s new brand identity celebrates this unique locale positioning the Festival well for future growth.


Come feel the music adds a new dimension to the existing tagline, Sounds like paradise. A modular framework forms the basis of the new logo with a subtle nod to sheet music. The vibrant colour scheme is taken from stunning landscape photography of Townsville’s pristine surrounds.

This backdrop of imagery provides the perfect stage for featured artists in bold, contrasting black and white photography. Artists’ portraits are harmonised using colours from the new palette to segment by instrument.

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.

Printed and digital communications are rationalised into a cohesive framework, with templates for advertising and marketing streamlining production and maximising budgets. 

Working closely with Oracle in Townsville, Envelope's bold, flexible architecture informs the development of a comprehensive website based on a responsive design platform.

Brand strategy
Brand identity

We also developed projects for Musica Viva Tasmania and Hobart Baroque.