Detour Design Studio
Brand + Communications
Adelaide Festival of Arts
The 2006 Adelaide Festival of Arts was a complex project and required much consultation with many stakeholders. The biggest challenge of the project was to fufill the expectations of the Adelaide Bank - who were the inaugural “naming rights” sponsors. With the dynamic Festival Director Brett Sheehy at the helm, we were inspired by his passion and vision create a memorable and exciting Festival brand that would deliver the promise of his Festival.
Adelaide is the ideal festival city—large enough to stage one of the world’s premiere arts festivals, yet small enough for a major event to consume it. The cliche “Art imitates life/Life imitates art” could be better articulated as art reflects life/life reflects art. The idea of reflection formed the basis of our the concept and the mirror was chosen as the symbol for the Festival. A typographic identity was also developed based on Adelaide’s unique square-mile street grid. This was expanded into a full alphabet and applied to programs within the Festival, such as Writers’ Week, Artists’ Week and the Festival Club. The event poster, program cover and signage were reproduced onto silver mirror stock.
This project was completed in conjunction with Parallax Design.