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










One Rail Australia

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Like the event itself and COTA SA, it also needed to challenge the outdated stereotypes of ageing.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.
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.
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.
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.
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.
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!
We have really enjoyed partnering with communikate on some key projects and appreciate their responsiveness and the quality of service they provide. communikate’s ability to be agile and quickly act on changes to strategy has been impressive and has resulted in us being confident in the fact that they keep the best interests of our campaign front of mind. The level of detail they provide in their reports has ensured we’re able to learn from our hits and misses and adapt our future strategies accordingly.
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.
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.
We love the Daily Moves branding that communikate et al created. It is friendly, flexible for different applications, and our marketing collateral stands out from the rest. We have received a lot of compliments from participants and stakeholders who love it just as much as 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.
Head Office
Upstairs 200 The Parade,
Norwood SA 5067
Get in touch
Telephone +61 8 8331 1444hello@communikate.net.au
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