COTA SA | Zest Fest
A new brand helps a 50-year-old festival come of age
A new brand helps a 50-year-old festival come of age
South Australia’s annual, statewide festival designed to celebrate modern ageing, Every Generation Festival, was approaching its 50th anniversary in 2017.
Featuring a series of curated events and more than 200 ‘fringe’ events throughout SA each October, the Festival is about celebrating, challenging and connecting older South Australians.
Powered by COTA SA, the festival was in need of a reboot, which included a new name and brand to mark the significant milestone.
As a long-term partner of COTA SA, communikate et al was engaged to reimagine the brand with nothing but a proud history, a new name and a bold vision by its newly appointed Festival Director, Jayne Boase.
Our goal was to craft a brand that:
Like the event itself and COTA SA, it also needed to challenge the outdated stereotypes of ageing.
Looking at life with anticipation, excitement, enjoyment and colourful energy, we created a brand that celebrates diversity while injecting vibrancy through colour, allowing opportunities for plenty of colour play throughout the program and brand materials.
The logo mark created was typographic and bold in colour. In the collateral, irregular paint strokes used over black and white imagery demonstrated diversity and energy.
The brand development project included:
As part of our ongoing publicity support of COTA SA, we also drive the media relations program for ZestFest each year. We secure coverage across local TV, radio, print and digital media and have provided digital advertising support to sell tickets for key curated events such as the Oration.
The response to the Festival’s new identity was overwhelming. Its new name and identity helped to reposition the Festival in the mind of those who already get involved each year, while drawing the attention of many others who had previously written it off.
ZestFest goes from strength to strength with a new look and feel that matches the vibrancy and energy of the event. The numbers have steadily increased since the new vision has been realised with many curated events selling out.
The communikate team really took the time to understand our business. They very quickly came up to speed on our products and the nuances of our very technical and specialised industry. They’ve written accurate and engaging content to be used in industry publications, our electronic newsletter, and on LinkedIn, which has performed really well.
The communikate et al team played a crucial role in bringing the vision of the SA Philanthropy Network to life, thanks to their strategic marketing expertise and creative solutions. Their support delivered significant attention across South Australian media and fostered meaningful community connections.
I am incredibly grateful for their own dedication to giving back and supporting causes in our community. I would highly recommend communikate to anyone looking to make a meaningful impact with their organisation - because they get people and purpose!
communikate et al have provided a very clear marketing framework for Dockside Port Vincent, confidently and masterfully clarifying the vision and character of development. The developed Brand Story crafted by the team for the project inspires every stage of the development. The skill sets of the individual team members is legendary and the seamless working connectivity between the team functions provided a great business experience. I'm very happy to recommend the abilities and the work of communikate.
It has been great working with the team at communikate et al, they use a different thought process and approach that brings all stakeholders on the journey and gets you thinking about the bigger picture.
As a membership body we need to make sure we are serving the interests of our membership and the wider community that we support. We now have a positioning for Master Builders SA that is reflective and representative of our entire membership base and an updated logo and collateral that is cohesive. l would highly recommend communikate et al to any business considering a brand refresh.
The South Australian Museum worked with communikate on a SA Tourism Award submission. The submission is a huge task with many moving parts and communikate helped bring it all together seamlessly. Always a pleasure working with CK!
I have worked with communikate et al for many years in a number of roles. They form an integral part of our team at Walara, having taken the time to understand our community and the two businesses that merged to develop a brand name and identity that reflects our shared values and vision for future growth in the lower mid-north region. communikate has created an extensive range of content and communication assets to establish us as a leading provider of aged care services in the region. We’ve received nothing short of positive feedback from our residents, their families and our staff.
We came to communikate et al with a specific need to update our brand. We needed to refine our brand’s visual touchpoints to make sure we were resonating with our customers and engaging a wider audience. This was the first step of our broader branding and business strategy to execute with communikate et al.
There was an instant clarity and understanding of where we needed to go; both from a creative perspective, but also tangible outcomes for the business and our customers. The delivery of our updated branding was considered and beautifully executed. We couldn't be happier with our next chapter.
The depth of talent in their team makes them truly a full-service agency ready to jump on any project that you can dream up... Not to mention the good vibes and great attitude.
communikate et al’s design work is visually impactful, and they partnered with us to help bring our vision to life. Our tagline ‘flourish’, is an excellent reflection of our core values, beautiful botanic campus and our genuine aspirations for every young person in our care.
communikate’e professionalism, relatability and ability to give life to our vision is commendable.
I had the pleasure of collaborating with the exceptional team at communikate et al on our inaugural old scholar publication, and I cannot speak highly enough of their professionalism and expertise. They demonstrated a profound understanding of our vision and brand, and their dedication to excellence was evident in every aspect of their work.
Their attention to detail and commitment to thorough research ensured that the final product not only met but exceeded our expectations. We have enjoyed an overwhelmingly positive response to our publication and look forward to working with the team again. Their genuine care for their clients makes communikate et al a truly standout agency.
The visual impact of the creative was exactly what the Local Government Association was looking for to engage audiences and drive an increase in nominations from traditionally underrepresented groups on council.
As a result of the advertising we saw a particularly strong increase in candidates identifying as Aboriginal or Torres Strait Islander and many more candidates from culturally diverse backgrounds.
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