Gold Coast Swim Fashion Festival is a new local summer festival designed to celebrate beach inspired fashion through a series of five major events from November 28 to December 1 2013. Leveraging off the success of last years Gold Coast Bikini Parade, the additional events were introduced to highlight the fashion industry for swim and resort wear here in Australia.
SMART recently conducted a brand workshop to develop a cohesive and consistent direction for the festival. From the workshop, we developed an overarching strategy, creative look and feel and positioning inspired by the contrast of organic and structural themes in ready-to-wear fashion. The brand also required flexibility and adaptation for the range of diverse events which led us to develop a series of three unique custom illustrative patterns and a neutral colour palette with vibrant accents to accentuate the styling of the events.
In October 2013, SMART launched the new brand which included a temporary landing page, social media management and marketing material such as press ads, flyers, application forms, invitations, signage and a range of digital assets.