We had a 3 year relationship with Australia’s largest arts festival - 2010 to 2012. The yellow balloon - a symbol of hope and optimism - is reinterpreted each year and appears in every medium. A three-dimensional, living brand identity becomes the embodiment of the Festival spirit. This is branding beyond just a logo that immerses itself seamlessly into the brand’s activities. If there is one case study that epitomises our belief that ‘branding should not be boring’, this is it.