Festival of Voices

Being heard

First held in 2005, Festival of Voices was created from a yearning for 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.

Arts & culture
  • Brand identity
  • Communications

Envelope’s creative brief draws from close consultation with all festival stakeholders. A clear positioning statement – singing, performing, learning – is the new theme that informs all marketing and communications.

The iconic ‘V’ symbol captures the spirit of the human voice with a subtle nod to the iconic shape of Tasmania. A rich tapestry of existing festival photography is unified each year with a wash of a vibrant signature colour. A ‘retro’ digital typeface speaks to audiences of all ages.

Robust and easy-to-use digital templates make local production efficient and cost effective.

Festival of Voices won the prestigious Australian Business Arts Foundation national SME award which recognises partnerships between businesses and arts and cultural organisations. Envelope strives to create brand architecture that is readily understood and can be easily implemented and maintained.

In 2009, year one of the new brand, Festival revenue increased by over 150% and $1m was injected into the Tasmanian economy. In 2010 this trebled to $3m with 10,000 visitors representing a 300% increase in visitation. This small regional event had transformed into a leading cultural festival.