guts logo | Brand Strategy Agency

City of Newcastle

Drag Nights And Bad Art Parties

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.

Autumn Alive image | Gutscreative | Creative Brand Agency

Key Insight

The diverse Newy community just wanted their city to feel alive again, from teenagers through to CBD workers, young families, and hipster grannies.

Autumn Alive image | Gutscreative | Creative Brand Agency
Autumn Alive image | Gutscreative | Creative Brand Agency
Autumn Alive image | Gutscreative | Creative Brand Agency


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.

The result?

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.

Guts approached a challenging project with passion and vision. They understood the brief and delivered a high quality and playful brand. We were so happy with the outcome! They were so easy to work with. 
Emily Davies O’Sullivan - City Activation Officer & Project Manager Autumn Alive, City of Newcastle 

Illustration: Susanna Harrison  
Photography: City of Newcastle, Little Ruby  

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Guts Creative acknowledges the awesome culture and creativity of the traditional custodians of the Country where we work: Awabakal Nation and Worimi Nation. We walk humbly in their footsteps, support the protection of their invaluable knowledge, and are inspired to do better by Elders past and present.
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