Fire, wind, water, Earth are the fundamental elements of life. And the foundations of Elemental AKL.
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.
A new site to launch the festival, collate the vast schedule and help patrons zero in on the events that interest them.
Single placements announced the festival, with consecutive posters and revolving digital OOH highlighting each element.