A select few branding agencies, including Percept, were invited by Investment NSW to pitch for the branding services required for their event, Sydney Street Parties. These branding services included brand identity and communication design for the pitch, from which the branding services provider would be chosen.
The branding agencies provided Investment NSW with branding services including brand identity, communication design and artwork to illustrate their concepts for the event. From the participating branding agencies, only one would be engaged for the branding services required.
These branding services encompassed design and artwork outputs that needed to be applied to events in multiple locations. Each was to appeal to a wide demographic of people as the events are intended to capture all types of Australian’s in an effort to re-energise their local precincts.
With such a wide audience and large variation of locations, Percept designed a brand identity and communication system that had flexibility to inject the unique feel of each event, but enough structure to make them feel consistent as part of the larger brand. This was important in order to be well received in many areas by all types of people.
As one of the selected branding agencies, Percept are strategic creatives who have purpose front of mind. We crafted the wordmark to visually evoke a signpost, as street signs have great connection to the event name and its goals.
The branding services Percept provided feature a bold red, identifying the event. Within that framework, monochrome photography is used to showcase various persona groups enjoying the many unique events of Sydney Street Parties. Composition and type drove the brand to be easily formatted to various collateral and platforms.