Freerange have worked with Nature Festival since their inception, developing their branding suite, including logo, colour suite, shapes and photography guidance as well as their annual marketing campaigns. We recognised that literal representation of nature – trees, flowers, etc – did not speak to the extraordinary diversity of South Australia’s ecosystems. Our solution was a suite of abstract shapes. These can be seen as sky, ocean, hills and rocks depending on the colours that are applied. There are so many combinations that can express the diversity of the South Australian landscape.
To market the campaign in it’s first year, we used the colourful shapes and connected them to local landmarks with simple catch phrases such as ‘listen for birdsong in Burnside’ and ‘watch the waves in Semaphore’ to get a sense of nature in your backyard. The media placement was strategically positioned around the city to maximise the reach and connect with these local references.
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