Client: Cit of Newcastle

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Sparking the cultural heart of Newcastle CBD 

What makes a city buzz? It’s community, culture and people. Also, bearded drag queens, dogs and sparkles. To help get Newcastle CBD and its local businesses pumping again our client, the City of Newcastle, asked us to brand Autumn Alive, a month-long free program of events to entice residents back into the city after a tough year of COVID-19 lockdowns. Thanks to the support of the NSW Government’s CBDs Revitalisation Program, Autumn Alive’s program of events was made free to the community. 

  • Challenge: to develop a brand that would entice people out of their COVID wfh bubble and revitalise Newcastle’s night time economy  
  • Strategy: develop something completely unique for council by using illustration and a tone that is energetic, vibrant and fun. We found a sweet point between building a concept that appealed to the trendsetters but also appealed to the diverse Newy community from teenagers through to CBD workers, young families and hipster grannies. 
  • Solution: We utilised the services of the uber- talented Newcastle based illustrator Susanna Harrison to develop a completely unique visual identity that would attract our culturally active target market. Our suite of event posters, digital banners, and high impact signage launched the campaign with a bang.   
  • Result: Newcastle is up late and loving it! There were drag queens at the library, raves in the park, bad art parties, live art installations and outdoor movies at the museum. It makes us totally chuffed to see the city going off in a festival of creativity. We loved not just being a small part of the project but joining our community and letting loose again in the CBD. With a cross-section of families, young partygoers, and cultural aficionados, the Autumn Alive programming gave us all a space to merge, mingle, and appreciate the local flavours our city offers. 


Illustration: Susanna Harrison  

Photography: City of Newcastle, Little Ruby 

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