Using social media channels to build an
online community to participate and connect
with a local surf culture festival.
The Gold Coast has long been renowned as the home of surf culture around the world. Bleach* Festival was created to celebrate this culture in all its forms, as well as the local personalities who foster it. Over 40 events featuring art, music, theatre, food, fashion, lifestyle and (of course) surf, will cover 16 days during February 2012 and over 10 kilometres of the beautiful Southern Gold Coast beachfront.
Users can reach, participate and stay connected throughout the
Festival by using custom hash tags for each event on Facebook,
Twitter and Instagram, which dynamically posts their contribution
to the event's 'social wall' on the website.
Key elements of the Bleach* brand are the heavy yet strong typefaces, Bebas and AW Conqueror Carved. We further enhanced the typographically-led brand style, originally developed by Claudio Kirac, to add a secondary colour palette which was linked to the event categories.
Each category was assigned a colour, which set the background tint for the event posters and formed a useful device for audience recognition. The posters were the foundation for the website and social media creative and also printed for local distribution around the Gold Coast and beyond.
The Official VIP Festival Opening invite was inspired by the original brand roots, drawing on a warm colour palette and surf culture of the 50s and 60s. The invite is a lovely contrast to the cool tones of the online material and printed posters. The colour, as well as the simple joy of finding in the mailbox, provides an extra special feel and anticipation for lucky recipients.
Call us on + 61 (7) 5520 2199 or fill out the form on the contact page and we'll get right back to you.
