The Challenge

Schools Spectacular is an iconic performing arts event that showcases students of varying ages, cultures, skills and socio-economic backgrounds; from metropolitan, rural and remote regions of NSW. From the NSW Government Advertising and Digital Communication Services Pre-qualification Scheme, Sydney graphic design agency, Percept, were selected for this marketing communications project for the second straight year. The 2018 event look and feel for the branding, as well as all marketing communications, was to be based on the year’s theme, ‘The Greatest’.

The challenge for Sydney graphic design agency, Percept, was to explore how this theme would be represented on a level that would hero the individual as well as the collective. The marketing communications design showcases the diversity of talent and acts in the event and creates a unique feel for the year’s theme, whilst working within the brand framework.

The Solution

The brief for graphic design agency, Percept, said to excite and inspire was the driving force behind the marketing communications design for this year’s performing arts event. The silhouette of the child punching the air is featured to convey the adrenaline rush and elation of the moment when you feel ‘at your greatest’.

Percept, the graphic design agency for this project, chose to celebrate the individual’s moment within the collective to promote this performing arts event as being highly entertaining for the audience. All marketing communications utilise vibrant gradients that are incorporated within the ‘collective image montage’ ensuring the eye is drawn to this area. The background is a light shimmer texture that alludes to the glamour and lights of the spectacular show.

The theme was rolled out to a multitude of print and digital marketing communications executions. The deliverables graphic design agency Percept created included web banners for Ticketek, A2 posters, lightbox posters, certificates, T-shirts, adverts, venue signage, flyers and the event’s programme booklet.