BEAMS Chippendale Arts Festival - Visual Identity Design

BEAMS is a vibrant, all-ages arts festival that brings together a wide mix of creative disciplines in the heart of Chippendale. For one night only, eight streets are closed to traffic and transformed into a lively, art-filled precinct. Visitors are free to wander through immersive installations, take part in hands-on workshops, enjoy outdoor performances, and connect directly with artists. The festival also provides a platform for local businesses to showcase their food, drinks and offerings, with crowds reaching up to 20,000 people throughout the evening.

We placed the suburb into the logo, not the other way around.

Chippendale is now in the heart of the annual festival it puts on. Thank you to the UTS crew.

This fantastic promo video for the logo and event was done by these guys: www.invisibleartists.com.au

Logo and it’s usage

The final logo and some mockups

Some stationary and promo material, Promotional stands, that never really got made and the website that was designed by Dane. Just some of the things that were quickly thrown together

Live shots

Photos from the actual event

The guys at CCP took the branding guidelines and made it work quite well

In the media

Event has been running annually from 2012. Here are some of the initial reports.

http://www.broadsheet.com.au/sydney/weekend/article/new-world-city

http://sydney.concreteplayground.com.au/event/149651/beams-arts-festival-2013.htm

http://www.aroundyou.com.au/articles/top-10-september-things-to-do-in-sydney

http://www.bordermail.com.au/story/1742297/ticket-sydneys-hottest-shows-for-september/?cs=53

http://www.dailytelegraph.com.au/newslocal/city-east/chippendales-beams-festival-returns-for-its-second-year/story-fngr8h22-1226713338098

http://www.urbansociety.com.au/things-to-do/beams-a-street-party-of-light-music-food-and-frivolity/#.UjuXfGQY0TE

http://www.au.timeout.com/sydney/art/events/35962/beams-2013

http://www.broadsheet.com.au/sydney/events/event/beams-festival

http://www.sydneyunleashed.com/events/?id=96&vid=69

http://century21synergy.blogspot.com.au/2013/08/take-five-minutes-to-learn-about-rhonda.html

http://whatson.cityofsydney.nsw.gov.au/events/19810-beams-art-festival?utm_medium=email&utm_campaign=Whats+On+Sydney+EDM+12+September&utm_content=Whats+On+Sydney+EDM+12+September+CID_44a30954edac84f27fd9e3f9196c2b11

PROCESS. A look behind the scenes.

Making of an Express Identity design

First, we studied the map.

Then — we let it go “free”.

Some mood frames to get people excited about the brand.

The presentation day to a variety of people from Sydney City Council, Chippendale Creative Precinct and others from art galleries, marketing and design firms.

Credits

The objective here was to design a brand for Beams, a five hour arts festival in the newest hipiest part of Chippendale. The team consisted of students, experts, a professor and an art director, working together as a part of UTS. Shtudio was not directly involved in the project, of the Shtudio’s designers’ was on the UTS team.

BEAMS Arts Festival Chippendale. One bright night.

Team