Along with introducing a refreshed visual identity and brand guidelines, SXSW Sydney needed a copy-focused campaign to leverage its new brand and showcase its diverse talent and content.

The client emphasised the importance of visual consistency with the new brand guidelines to avoid confusing audiences. As the festival entered its second year in Sydney, the campaign had two main objectives: spark curiosity about the event and highlight the immense scope of talent and experiences available at SXSW Sydney 2024.

Our solution centred on a core campaign tagline that directly addresses the festival’s target audience: curious individuals eager to learn from industry leaders, change-makers, and innovative creatives. The campaign invites the audience to join the festival as one of “The Curious”. The sub-language of “Discover New” was also incorporated, allowing us to speak directly to the festival’s four individual pillars. By implementing a visual system with interchangeable talent imagery in rounded modules—acting as windows—the campaign effectively communicates the vast array of experiences to be had at the festival.