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The Garden Party is an outdoor music festival that takes place over 5 weekends of the summer in Melbourne at the Melbourne Recital Centre. We were charged with creating the inaugural brand identity for the festival. It had to be bold enough to capture audiences during a happening season and inspiring enough to inform the set design since the festival was to spring from a vacant lot in Southbank. Our other goals were to create awareness for the new event, attract a younger demographic to MRC and to of course, sell tickets.
We combined bold neon nightlife cues with lush summery garden imagery and fun friendly taglines which stood out for miles around the city as well as on online event channels. A lush animated web video sells in the headlining acts and the true lively spirit of the event.The set design team then took the cues to astroturf the parking lot, white picket fence in the space and then placed garden gnomes throughout to carefully monitor the lot.
We helped attract nearly 6,500 attendees, 75% of whom were new to MRC.
"...a truly unique venue...now resembling a mini, joyful community."Tone Deaf, respected online music magazine