Drawing from the way Valley Fiesta shows up in the Valley, we used the term ‘paint the town’ to guide our creative approach. Heavily image based, the graphic treatment let us highlight sections of images through the use of brush strokes, whilst keeping clear the relationship between Valley Fiesta and Brisbane City Council.

We created dimension, colour and life in each expression of this idea, by using transparencies and overlays. Importantly, this distinctive treatment captured the attention of locals arts and music lovers, elevated the brand perception of Fortitude Valley and BCC, and boosted festival attendance.