Manukau Festival of Arts is a celebration of diversity in both culture and genre bringing together an array of talent in visual arts, music, film, theatre and dance with an increasing emphasis on youth events. Each year the festival enhances city pride while generating economic benefits and future business opportunities for Manukau city.
The driving strategy for the 2009 festival lay in the campaign thought ‘Manukau Festival of Arts is bursting out’. This made a dramatic impact on the brand identity, resulting in the dynamic evolution of the main graphic device and illustration style marking an immediate departure from the static, linear style of previous years.
Promotion of the festival involved translating the evolved brand elements and new typography style across an entire redesign of key communications such as the festival brochure and supporting advertising in print, press, outdoor and online media that featured throughout Auckland city and New Zealand’s main centres.