Overview
Problem
A new corporate brand identity was subsequently required, with a logo and graphic treatment that would elevate the face of the organisation and take its yearly Festival into a new era. Particular considerations needed to be made to ensure the integrity of Telstra's brand remained intact alongside a brand identity for the Festival that would last through the years and in its own right.
Solution
The new brand identity for the Festival includes a graphic system comprising different versions of the letters ‘T’, ‘P’ and ‘F’ based off patterns in sewing and fashion design. These elements create patterns and textures for an overall look that is dynamic and engaging. The logo itself is minimal, with subtle elements of broken lines to give a distinct quality. A design system was created that could accommodate various styles of photography, to ensure that each year’s distinct creative direction would be able to sit front and centre without being overshadowed by the organisational brand.
The Telstra Perth Fashion Festival (formerly Perth Fashion Festival) is Perth’s premier fashion event on the yearly calendar. In a significant coup for the organisation, Telstra was recently named as the Festival’s new naming-rights partner.
Problem
A new corporate brand identity was subsequently required, with a logo and graphic treatment that would elevate the face of the organisation and take its yearly Festival into a new era. Particular considerations needed to be made to ensure the integrity of Telstra's brand remained intact alongside a brand identity for the Festival that would last through the years and in its own right.
Solution
The new brand identity for the Festival includes a graphic system comprising different versions of the letters ‘T’, ‘P’ and ‘F’ based off patterns in sewing and fashion design. These elements create patterns and textures for an overall look that is dynamic and engaging. The logo itself is minimal, with subtle elements of broken lines to give a distinct quality. A design system was created that could accommodate various styles of photography, to ensure that each year’s distinct creative direction would be able to sit front and centre without being overshadowed by the organisational brand.
