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.

KWP group creative director Joshua Fanning said: “This work is only possible due to a close, working relationship with our clients and fully understanding their desire to express the ambition they have to create a world-class event that is open and accessible to everyone.

“The design team at KWP have produced an integrated brand based on a custom typeface and responsive grid system that is both highly technical and a whole heap of fun.

“The design allows Illuminate Adelaide to flex and fill the spaces and communication challenges they face online, in print, on the street, and possibly across a notable building façade or two.”

Azzopardi and Cumberlidge said the vision was to bring leading artists and innovators from around the globe to deliver “exceptional experiences and performances in the public realm and iconic venues”.

“We’ve sought opportunities to embrace ambitious ideas and emerging technology, to explore new and diverse voices, and to celebrate spectacular Australian and international works, “ they said. “We are also commissioning major South Australian projects, demonstrating the incredible work being created in the state.”

Illuminate Adelaide, which is supported by the South Australia Tourism Commission, will feature more than 150 installations, performances and events.

Events South Australia executive director Hitaf Rasheed described the event as an “important pillar on South Australia’s event calendar and a compelling reason for people to visit Adelaide”.

“Events South Australia is proud to support this new major event for Adelaide, which promises to light up the city’s winter from 2021,” she Rasheed.

“Illuminate Adelaide will be a key highlight on South Australia’s events calendar, helping entice visitors to the city in what is the usually quieter winter period.

“For the events and festivals sector which has been hit hard with COVID-19 causing the postponement or cancellation of so many events, the news of a major wintertime festival can help bring hope to this sector as they start to plan ahead.”


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