Valley Fiesta is an annual music festival which required a contemporary and energetic new identity. Organisers were wanting to appeal to an extremely varied target audience to convey the incredible diversity of the festival. The graphic support was based on photography from the Valley precinct, coupled with characters representing the personality of the event. The use of the printing colours in the graphics and logo created an instantly recogniseable visual style for the brand. The identity was applied to a festival program, billboard, website and graphic standards guide, as well as sneakers and a bag which will be sold at the event as further promotional materials.
The web component is vital to the festival. Compiling all relevant information into an online format allows around the clock access.