WHEN A CARNIVAL IS NO LONGER JUST ABOUT FLOWERS
Toowoomba Carnival of Flowers is over for another year and 2012 has been declared the biggest and best event yet.
This year, our brief from event organisers was to reposition Carnival as a cultural party with a strong emphasis on food, wine and entertainment and not just about “grey heads in garden beds”. All graphical treatments were to only have a lifespan of one year (Carnival 2012) and needed to translate to all consumer touch points including press, radio and television advertising, all printed materials including programs, fence wraps, signage and a new website.
The design needed to incorporate multiple images and be versatile enough to promote each and every event held over the 10 days. The design needed to convey a level of sophistication while still portraying family-friendly fun. The result was a bright and colourful design, with relevant photos placed in a grid pattern, separated by a thick white key line. Additional images were then placed in circles rimmed with bright festive colours, giving the flexibility to theme each piece of collateral with the event it was associated with.
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