Perth International Design & Branding TOTEMS by 303Lowe Sydney

TOTEMS

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Industry Shows, Events & Festivals
Media Design & Branding
Market Australia
Agency 303Lowe Sydney
Associate Creative Director Richard Berney
Creative Director Lindsay Medalia
Released September 2011

Credits & Description

Category: Online Digital Design
Advertiser: PERTH INTERNATIONAL ARTS FESTIVAL
Product/Service: ONLINE TICKET SALES
Agency: 303LOWE
Associate Creative Director: Richard Berney (303Lowe)
Head Of Design: Melissa Radman (303Lowe)
Business Manager: Kate Somerford (303Lowe)
Digital Planner: Emily Ryan (303Lowe)
Digital Producer: Kim Parkin (303Lowe)
Creative Director: Lindsay Medalia (303Lowe)
Generative Art Creation: (Future Deluxe)
Coding: (Zen Bullets)
Media placement: Full Page Press Advertisement - Subiaco Post - 6 March 2011 - 13 March 2011
Media placement: Online - PIAF Website - Online - 6 March 2011 - 17 April 2011

Describe the brief from the client
Our brief was to drive traditional arts patrons to purchase their 2011 Perth International Arts Festival tickets online, and to feel a part of the festival.

Describe the challenges and key objectives

The challenge – Our festival has a strong tradition of catalogue to telephone sales. The festival also had a reputation of being high-brow, and removed from the general public. Our objective was to move patrons away from telephone sales towards online, and to help them feel 'part of the festival experience' in the process.

Describe how you arrived at the final design
We created artwork that represented the feeling or emotion derived from each event at the festival. We called this a ‘totem’.

To create individual totems we first separated the Festival events into genres (opera/theatre/dance/music/Perth Writer’s Festival/family/visual arts etc). Each genre was then given its own colour, energy and form. Each corresponding to the emotion we believed the genre would evoke from the audience.

When festival goers shortlisted the events they planned to see, the genre artworks were brought together creating perfectly unique totems, designed according to the user’s choice of events – and symbolic of their own 2011 festival experience.

Give some indication of how successful the outcome was in the market
A heady array of totems was created by the citizens of Western Australia. The 2011 Festival advertising campaign was the most successful to date. The website received over 315,000 visits in 3 months, a traffic increase of 21% on 2010. Events on the site received over 7,700 likes and 700 comments shared on Facebook. And the ‘My Festival Planner was used by over 4,000 consumers to shortlist events.

The Festival sold out and online sales rose by 35%.