South Australia has long been known as the Festival State and Mad March the time of year when it’s all happening in Adelaide. In fact Adelaide has a diverse, year-round calendar of festivals. Festivals Adelaide is the peak body for these festivals and they approached Freerange to help with their positioning and messaging as their remit evolved from being advocacy-focused to a much more ambitious role of promoting, fostering and scaling the festival culture and profile of Adelaide for local, interstate and international audiences.
Working closely with a group of stakeholders from Adelaide’s leading festivals, we conceived a new name for the organisation – Festival City ADL. The shortening of Adelaide to ADL was an integral aspect of the project. With audiences from far and wide it was important to develop a brand that visitors can feel connected to. Our international airport code, ADL, is recognisable and a good abbreviation, so it felt like the perfect fit. An intelligent and multi-layered brand suite was developed with a simple text logo and the negative space from within the letters used to build a dynamic identity with shapes, colour and motion.
The home of this bright new identity is a brand new website that we created to reflect the new style, energy and increased activity of Festival City ADL. The site was created with values of accessibility, inclusivity and diversity all front of mind and features eCommerce, donations, event guides and a high level of WCAG accessibility.