Adelaide Festival Centre
Celebrating Adelaide’s guitarheads.
Service
ReputationOur Expertise
Concept development, design, strategy
Introduction
Every year, Adelaide Guitar Festival hosts the world’s guitar lovers in our UNESCO City of Music for the largest festival of its kind in the Southern Hemisphere. We were approached to create a modern look and feel for the 2024 event, capturing how this versatile instrument unites a diverse community of makers, performers, learners and fans.
Guitar. It’s who we are.
At Adelaide Guitar Festival, whether you’re a palm-muting punk rocker or a finger-picking folk singer, you’re just a guitarhead like everyone else.
We brought this concept to life as a suite of characters inspired by iconic instruments and their players — across genres and across generations — letting everyone in our audience see themselves in the campaign.
Personality-packed design.
Our guitarheads were designed to ooze attitude, from their crisp, silhouette-like style to their minimalist palette. Confident enough to stand alone while complementary enough to come together as a crowd, this suite of figures made a striking visual statement that was eagerly embraced by the festival-going community and picked up Best Mascot Design at the AADC Awards 2024.