Perth International Arts Festival 2016
PIAF has long been the popular vernacular for the Festival. The new brand identity created by The Brand Agency has adopted the acronym, which has been incorporated into the 2016 season brochure and a new website.
The striking new brand identity was hand crafted by Dan Agostino and Carly Groves. “The brief called for something sophisticated, yet strikingly simple” said Agostino. “We wanted to create an identity that reflected the big, bold vision of PIAF. We also wanted to visually represent the high level of depth, detail and quality each of the artists bring to The Festival. After seeing the logo projected 15 stories high at Perth Concert Hall, it is literally our biggest design.”
PIAF marketing for the new season will showcase the artists and the experiences and stories they will bring to Perth. The design is highly visual, with a clean and simple navigation for both the brochure and the website.
Just under half of all visitors to the PIAF website are through a mobile device, so the new website has a fully responsive design.
The Brand Agency’s Technical Director Matt Lawrence said, "The client needed an easier and more extensible suite of tools. Tools with the agility to manage all their present and future digital needs across multiple channels. I’m really proud of the solution the team have delivered. It will provide a solid foundation for years to come on which to grow PIAF’s digital initiatives."
Marketing Director at PIAF, Brad Martin said, “The Perth International Arts Festival has undergone an exhilarating shift with Artistic Director Wendy Martin which has been beautifully reflected in the work we delivered with The Brand Agency through a new and distinct creative direction.
‘A big, bold adventure’ was not only our brand proposition and creative challenge, but an invitation to the people of Western Australia to dive in. This has been a ground up refresh for a 64-year-old brand and we are excited for patrons to begin engaging with it across all of our channels.”