What makes a city buzz? It’s community, culture and people. Also, bearded drag queens, dogs and discos. To get Newcastle CBD and its local businesses pumping again, we developed a brand for Autumn Alive, a month-long free program of events to entice residents back into the city after dark, following a tough year of COVID-19 lockdowns.
The diverse Newy community just wanted their city to feel alive again, from teenagers through to CBD workers, young families, and hipster grannies.
We created a completely unique placemaking brand that played to what our culturally active target needed, an energetic, vibrant, and fun tone. This was developed by uber-talented Newcastle-based illustrator, Susanna Harrison, launching the campaign with a bang through a suite of event posters, digital banners, and high impact signage.
Newcastle is up late and loving it! The event was hugely successful in bringing hordes of people off the couch and into the city after dark to celebrate art and culture.
Illustration: Susanna Harrison
Photography: City of Newcastle, Little Ruby
