SA prepares for winter festival as Illuminate Adelaide brand is unveiled

A new creative festival in South Australia’s Adelaide to rival events in Sydney and Tasmania has unveiled its brand identity, as organisers prepare to step up its marketing to attract interstate visitors.

Illuminate Adelaide will take place over 17 days from 16 July and will feature light shows, art installations, immersive technology, music, performance, discussions and ideas.

The event, which is expected to rival Vivid Sydney and Dark Mofo, the annual winter festival in Tasmania, is the brainchild of creatives Rachael Azzopardi and Lee Cumberlidge who worked on the brand design with customer experience agency, KWP.