Fresh From The Field — Aotearoa New Zealand Festival of the Arts – By Culture and Theory
Culture and Theory share with us their design thinking and strategic response behind the recent brand identity work for Aotearoa New Zealand Festival of the Arts – which outlines a bold, contemporary expression to consolidate the Festival’s rich legacy while galvanising a new, younger generation of New Zealanders.
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We helped New Zealand’s most enduring arts festival launch a refreshed name and positioning, visual identity and 2022 campaign.
Drawing the largest and most diverse arts audience in the country, New Zealand Festival of the Arts is am internationally recognised, highly dynamic and original arts showcase, providing transformative experiences and unprecedented depth of encounter between artist and audience.
Theirs is a story of art that provokes self-discovery, new experiences and new understanding, and we wanted to capture this through a clear positioning and visual identity.
The Design Response:
Art not only represents but spearheads cultural shifts. Through engaging with the team and immersing ourselves in its history, we wrapped our arms around the Festival’s unique role as a progressive and provocative talisman of the New Zealand cultural scene. It demanded a bold, contemporary expression to consolidate the Festival’s rich legacy while galvanising a new, younger generation of New Zealanders who are so important to the national social conversation
Alongside the visual identity and the 2022 Campaign development, we created a framework for ongoing rollout for future campaigns. This provided a clear system to govern use and application of the brand over time, ensuring that the brand turns up in fresh, original ways while always recognisably ANZFOA.
The Design Team:
Senior Designer – Su Chin Chow
Amy Frengley – Strategy Director
The Client Team:
Aotearoa New Zealand Festival of the arts