Local residents in Apollo Bay created a new cultural winter festival to help spark new interest in the area and transform Apollo Bay into a year-round attraction. Our task? Give the festival a name and identity that captures the local spirit, and the appeal of a wild windswept winter on the Bay.
As a new festival, we needed to capture (and sell) an experience that hadn’t happened yet. The challenge was to create an identity with a strong sense of mood, emotion and place – an identity that would attract visitors to the inaugural event. Alongside the rugged landscape, the festival needed to showcase some of the local community’s hidden creativity. Above all, we needed to capture what it’s like to live in such a remote and magical part of the world, whilst promote a program of culture.
From elemental images of crashing waves and powerful winds, the name WinterWild was born. We created an identity that gives the beachside festival an unexpected edge, embracing the harsher side of life by the shore. The brand uses an ownable photography style, incorporates local poetry and an earthy colour palette. On the ground, we conceptualised some signature moments that help establish the festival in the public imagination. It all culminated in a fresh, sensory and experiential identity.