Vivid 2011 (Destination NSW)

Identity, Visual language
agency_Generation Alliance
Vivid Sydney 2011 key art: a fluorescent paint sculpture on a dark navy ground
Vivid 2011 event guideline pages with Sydney Opera House and paint splash images
Vivid 2011 printed programme, front and back: Light Music Ideas 2011
Vivid 2011 retail pack coasters stacked on a bar surface
Paint-splashed black light photographs: a brick wall and a fluorescent sculpture
Fluorescent paint splatters and people in the black light photoshoot

In 2011, the Vivid concept was taken beyond the venues directly involved in the programme (Sydney Opera House, Museum of Contemporary Art, Customs House and The Rocks precinct) to ‘illuminate the entire Sydney CBD’. Through the activation of the brand across 300+ retail outlets in the Sydney CBD, this new initiative encouraged local community involvement and increased potential revenue from the festival for local retail outlets, restaurants and bars.

With the theme of ‘Paint the City Blue’, the creative concept for Vivid Sydney 2011 was built around the concept of transformative light. Inspired by the qualities of illumination, fluidity and alchemy, we used splashes of fluorescent paint against black lights to bridge the space between day and night, high and low tech as a celebration of the way technology, craftsmanship, innovation and tradition come together.

The project involved:

  • Event campaign design and art direction of photoshoot
  • Event guidelines
  • Creation, design and production of the retail packs distributed to outlets, including Westfield, QVB and the ‘dress circle’ of the Quay and Rocks precincts.