
COTA SA | Zest Fest
A new brand helps a 50-year-old festival come of age










COTA SA | The Plug-in

Mercedes College

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Like the event itself and COTA SA, it also needed to challenge the outdated stereotypes of ageing.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.
Could not be happier with the team at communikate et al. They understand us, and that is reflected in the brand assets they crafted for our business. The positive feedback has been overwhelming.
We have been hugely impressed with the way communikate et al have immersed themselves in learning our brand and respecting our approach. It felt like they just ‘got us’ from the start! It has been such a pleasure working with their professional, smart and dynamic team.
It has been excellent working with communikate. They have been very professional throughout our project and their creativity has delivered a unique product that captured our needs in an exciting and unexpected way. I look forward to working with them more in the future.
We've worked with the communikate et al team for 18 months and they've played a pivotal role launching the Mineral Swim brand. They have successfully driven our influencer programme, managed our social media programme and generated leads resulting in sales. They are dynamic and professional, and it’s been a pleasure working with them and seeing our brand flourish.
Bec, Henry and the team understood our brand from the get go and it showed from concept to delivery. During an intensely busy time for our team, they worked seamlessly with us to develop and manage an integrated campaign... The results were outstanding and put the hotel in an excellent position to launch into a competitive market, with strong occupancy experienced. We really value our partnership.
Following the successful development of our new website, communikate et al has maintained a proactive approach to the refinement and improvements of content and key messages in collaboration with our team. They embraced and supported us in all communication relating to the impact of COVID-19. They’re a friendly and responsive team with all requests being eagerly supported.
Working with the talented team at communikate we have the very best communication, marketing, design and digital expertise and resources at hand. Our brand is now integrated and seamless across everything we do.
communikate et al were an integral part of the King William Road upgrade team from the initial community consultation right through to completion. The brand they created fit the project perfectly. They took the time to understand the complexities and always delivered with strategic oversight, ensuring things were done with purpose and meaning. Having them on board was invaluable.
communikate et al’s strategic thinking and appreciation of our complex political overlay as a subsidiary of the City of Adelaide has helped us establish our presence with our stakeholders and the community. They have developed media and influencer campaigns that have delivered outcomes exceeding expectations and identified potential risks and how to manage them. Their digital expertise has strengthened our social media presence and website information architecture and they are a knowledgeable source of digital best practice. The team produces quality work within tight timeframes and keep us informed of progress. It’s a really positive working relationship.
communikate were initially engaged to assist in rebranding and marketing. I was most impressed with the way they listened, interpreted our ideas and turned them into something the whole community took pride in…. Their strategy helped us to achieve strong enrolment numbers… I would highly recommend them if you are looking for a professional, innovative, talented and highly relational marketing (and more) agency.
Head Office
Upstairs 200 The Parade,
Norwood SA 5067
Get in touch
Telephone +61 8 8331 1444hello@communikate.net.au
We recognise and pay our respect to the traditional custodians of the land we live and work on and acknowledge their rich heritage from which we can all learn.