StoryFest is a 4 day festival of storytelling in the NSW South Coast. Headlined by Richard Glover, Wendy McCarthy, Peter FitzSimons, Adam Liaw and Clementine Ford to name a few, the 2023 festival included over 50 authors, journalists, musicians, filmmakers, broadcasters, chefs and artists sharing performances and stories across venues throughout Milton, Mollymook and Ulladulla.
The previous festival headline ‘Celebrating the art of Storytelling’ and visual expression didn’t represent the core festival positioning and Dovetail wanted communications to represent the multi-faceted nature of the festival.
A new positioning ‘Be Part of the Story’, was developed based on the theme ‘Expression’. It talked to the shared, festival experience that encourages engagement and interaction together with movement, energy and imagination.
The new positioning is supported with an engaging visual identity including; energetic visuals of people being expressive, vibrant colour and texture and dynamic type. The result is a memorable, contemporary visual palette that is campaignable and spoke to a wider target audience.
The success of the new brand expression was evident with a doubling of ticket sales and a more varied and engaged festival audience.
We can’t wait to be Part of the Story in 2025.