Elemental

Elemental AKL is a brand new Auckland festival to be held every winter. We were tasked to bring meaning to this new entity, create excitement around the inaugural event and form a design language that can adapt and develop over time to become iconic.

Our transformational new brand identity represented the multi-faceted nature of the festival: a stage for various creative components. Aligning events to the elements gave us a structure for festival goers to navigate through the event. Creating stylised icons for each element delivered a modern visual identity now set to become synonymous with the festival. Marking a month long celebration of Auckland’s unique energy.

Using both online and offline platforms, the campaign increased awareness of what was a totally unknown festival, ultimately driving up interest, excitement and visitation from across Auckland and the rest of NZ.