Breathing new life into Sydney’s seminal gay pride celebration with loud colours, good vibes and lots of love.
For the past ten years Mardi Gras has struggled to sustain itself as interest and attendance continues to decline. Our challenge was to breathe new life into the event and set a 10-year platform for success.
So far, we have created a more modern, inspiring and inclusive brand platform that will revitalize and align the organisation’s activities. With a loud colour palette, inspiring tone of voice and quirky heart-shaped brand mark, the refreshed brand sets the stage for a new approach that does away with narrow clichés and invites even greater celebration and acceptance.
As we move into campaign planning, a key focus will fall on more strategic international and domestic tourism marketing, in recognition of the huge impact this event has on attracting visitors to Sydney. As we compete for a broader entertainment dollar, the campaign will embrace digital and social, supported by an iconic and dynamic new branding system.
The message is loud and clear: Mardi Gras is back.
A project by Moon which is now
part of the Designworks Group.
- Mardi Gras
- Infinite love