Pērth Festival has launched an exciting new rebrand along with a dynamic summer campaign, created in partnership with the creative agency, Hypnosis. This rebranding marks a new era for the festival, which has been a prominent cultural event in Australia, bringing together international and local talent for audiences to experience art, theatre, music, and more every February.
Under the leadership of the festival’s new artistic director, Anna Reece, the vision for the 2025-2028 festivals is inspired by the theme of ‘truth tellers, mischief makers, sand dunes, and salty air’. This vision aims to capture the spirit of the festival, focusing on authentic artistic expression and the natural beauty of Western Australia.
Despite its popularity and successful turnout, the festival’s brand had not been able to fully occupy a prominent place in the minds of potential audiences. Many attendees were coming for specific performances like Björk or Sampha, but not fully embracing the festival experience as a whole. Hypnosis has been tasked with changing this by promoting the full breadth of the festival’s offerings – from dance and art to music, theatre, and film – to a much wider audience.
Hypnosis’ strategy was to create a rebranding that reflects the festival’s dynamic nature while encouraging people to experience everything the event offers. The agency used bold, eye-catching graphics and messaging to direct new attendees to the festival, emphasizing the unique and immersive experiences awaiting them. As Guy Patrick, co-founder and ECD of Hypnosis, put it: “Don’t look to me for inspiration or insight – head to Pērth Festival, buy a ticket to a show, and prepare to have your mind blown.”
The rebranding includes a refreshed logo, vibrant visuals, and a campaign that spans across TV, online, social media, out-of-home ads, and press. The idea is to make the festival feel inviting and accessible while highlighting the depth of experiences on offer. Carolyn Mooney, head of brand, marketing, and experience at Pērth Festival, expressed her excitement about the rebranding journey: “This new brand strategy is a celebration of what Pērth Festival stands for – a truly diverse and inspiring cultural experience that everyone can enjoy.”
With the fresh approach and artistic vision in place, Pērth Festival is set to expand its reach and continue to offer unforgettable cultural experiences to both loyal festival-goers and new visitors. Whether you’re a long-time supporter or a first-time attendee, the 2025 Pērth Festival promises to be an event like no other.
