This case study showcases the rebranding of Sydney Web Fest, where I introduced a fresh logo, vibrant visual identity, and a revamped website. Our mission was to encapsulate the spirit of digital storytelling through a comprehensive visual overhaul, including a new colour palette, brand fonts, bespoke imagery, visual language, content pillars, and cohesive social media templates, all aimed at strengthening the festival's brand presence.
The redesign extended to the festival's digital doorstep—the website—where I enhanced functionality and aesthetics to improve user experience. The outcomes were remarkable: a 20% decrease in bounce rate, a 200% surge in social media engagement, and a festival that completely sold out. This transformation not only reinvigorated the brand but also significantly deepened its connection with the digital storytelling community, demonstrating the power of thoughtful design and strategic branding.
Ideas that elevate brands.
Sydney Web Fest Case Study.
Stage 1:
Creating a resilient brand identity, starting with a dynamic logo, wordmark, font styles, brand palette, repeating patterns, and graphic devices.
Stage 2:
Crafting a visual language that stays true to the essence of the brand, while also allowing for more effective communication and engagement with it’s target audience. This encompassed defining the brand’s content pillars, creating bespoke graphics and illustrations, and strategic content creation.
Stage 3:
Complete redesign of the website with user experience optimisation as the driving factor. The website required a redesign to reflect the new brand identity for cohesive branding, but it was also in need of a dramatic reorganisation of content to help reduce the bounce rate, and keep visitors engaged. My strategy involved keeping the majority of web content on the home page, separated into sections, rather than pages; consolidating copy and using imagery to tell the story where appropriate; and ensuring the design was optimised for all devices. The result was a 20% decrease in bounce rate within the first month of relaunch, and a significant increase in submissions and ticket sales.
Stage 4:
Ensuring that the new brand identity and visual language are in place across all touchpoints. This involved the creation of social media templates, profile graphics, and event collateral, to ensure a consistent brand image.