The Queenstown Winter Festival went through some pivotal change in 2018. They acquired a new title partner, a new Festival Director and a new mountain playground. They had also moved from a 10 day festival into a 4 day festival in the previous year, which had resulted in mixed reviews – so they felt that this opportunity of positive change required a rebrand of festival and a sensor check on our personality and tone.
Festival exists to celebrate Queenstown, but also showcase Queenstown to the world, inviting others to celebrate with us. The rebrand was risky as the emotional investment from the community is so high towards a festival that had existed for 43 years.
We employed Whitelaw Mitchell to deliver the rebrand based on their immediate understanding of our very broad brief. We were confident that the girls understood the responsibility that festival holds within the community whilst also having to attract a domestic and international audience, portray change whilst ensuring legacy continued. – Rae Baker, Winter Festival CEO
Our solution delivered:
• Visual Identity
• Signage Design
• Social Media