Branding
DESIGN
CREATIVE DIRECTION
PRINT DESIGN
DIGITAL DESIGN
BLEACH*, presented by Placemakers* Gold Coast, takes place annually across the Gold Coast, bringing one of Australia’s leading and most exciting site-specific contemporary arts programs to locals and visitors alike.
Quintessentially Gold Coast, BLEACH* celebrates the city’s most dynamic and adventurous artists, welcomes renowned Australian and international collaborators and engages a broad audience through a range of site-specific events.
Utilising the Gold Coast’s world famous natural landscape as unconventional venues, BLEACH* aims to deliver incredible arts and cultural experiences that challenge expectations, change perceptions and provide a unique and authentic sense of place.
As the Creative Partner of Placemakers* Gold Coast, Art-Work was engaged to develop the 2020 Festival brand, with a view to develop an enduring look and feel that could stay with the Festival for 5 years.
Art-Work developed a Festival brand that is bold and unforgiving in its simplicity, crafting a new image to carry the Festival forward into 2020 and beyond. The concept of delivering "something more" to an audience remained a key theme for 2020 with the intention of building on this concept every year with key festival programming. To integrate this message, Art-Work blended the existing BLEACH* asterisk, updating it to align with the new Placemakers* Gold Coast brand.
Abstract texture was incorporated throughout the brand, as a reference to the fusion of urban and coastal communities, which are united through the festival. To some, it represented concrete, and to others to signifies sand. BLEACH* is culturally ambitious and unashamedly local.
Art-Work Agency is proud to have delivered the BLEACH* brand rollout including a brand style guide and supporting templates and the BLEACH* 2020 Program Guide. From our long history of creativity and connection to the festival, we reimagined what the festival brand would be for now and for the years to come. We provided considered creative direction across digital media, including web and advertising. Developed by CSQD, the BLEACH* Festival website is the one-stop for all official news, events and updates, bringing our brand to the digital world. Art-Work Agency and Elke Gill produced the official launch clip for BLEACH* Festival featuring captivating imagery by Maleika Halpin and an original soundtrack by Guy Webster.
