HAMILTON ARTS FESTIVAL 2023
Rebrand
Logo Suite
Brand Strategy
We’ve been a proud, loud and active supporter of the Hamilton Gardens Arts Festival (HGAF) for 13 years. After claiming the status of NZ’s leading regional festival, the board decided it was time to position themselves among the larger urban arts festivals, rebranding to the Hamilton Arts Festival.
GOAL
Embracing the new name, we wanted to position the festival as a vibrant, world-class event that offers the unique combination of the highest quality performances in magical garden settings, ultimately attracting audiences to Hamilton.
STRATEGY
Retaining the playful personality of the Hamilton Gardens was key to our approach, so it was decided that a bright, bold and sophisticated colour palette was needed to elevate the brand. Alongside this, incorporating programmed event imagery was a must to show the full scope of genres that the festival has to offer.
RESULT
The refreshed brand is a rolling kaleidoscope of colour, performances and floral elements, which we rolled out across North Island billboards, street posters, radio, print and digital spots, attracting thousands of people through the gates for an incredible 10 days celebrating the arts.