Artweek Auckland is an annual, week-long festival celebrating the visual arts of Auckland. Over 100 venues participate, including galleries, public, private spaces, pop-ups and street art.

The problem was Artweek had lost engagement with the general public; every year, the marketing consisted of a repetitive vector triangle. They needed a refresh, but they had a big mandatory: retain the triangle (somehow).

We first created a basic brand toolkit to be used every year, based on a typographic system that integrates the triangle seamlessly into a typeface. We created a hero typographic pattern that can be read as ‘Art for all’ or ‘All for art’ to encourage everyone to participate in Artweek, not just the ‘art crowd’.

Each year a new campaign image will be created, based on an artful reinterpretation of a triangle; be it photographic, illustration or graphic.