To assist businesses and organisations seeking design and communication services we have assembled commentary from our clients regarding their projects.

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2007 Melbourne Fringe design and communication campaign
November 2007

Each spring Melbourne Fringe presents a program of hundreds of events by thousands of artists as the Melbourne Fringe Festival takes over the city and surrounds for 19 days of independent arts events.

In 2007 Melbourne Fringe formed a new partnership with Studio Pip and Co., who was responsible for the concept development and design of The Age 2007 Melbourne Fringe Festival marketing campaign.

Andrew Ashton and his team developed campaign materials addressing key values of Melbourne Fringe Festival - independence, rebellion, creativity and the unpredictable. Studio Pip and Co. created a bold and distinctive campaign that was widely applauded and provided the fundamental elements of a high-profile marketing campaign representing the Festival’s 263 independent arts events.

Working within limitations set by modest marketing resources, Studio Pip and Co.’s 2007 Festival campaign concept successfully enabled us to achieve maximum impact through design that utilised strong use of a single bold colour; employed simple imagery that worked in numerous applications (from print, to web, to TV); and was thought-provoking and irreverent.

Six iconic ‘handmade’ characters compiled of human elements and random objects provided a basis for the 2007 campaign. Using these characters, Studio Pip and Co. created more than 30 eye-catching designs for display ads, signage, website elements, and marketing collateral including the Festival Guide – an 88 page program guide which is the cornerstone of Melbourne Fringe’s annual marketing activities.

In addition to the 2007 Festival campaign, Studio Pip and Co. developed unique concepts and collateral for three separate events produced by Melbourne Fringe during the Festival – Fringe Furniture, Site Unseen and small revolutions – and subsequent designs for display ads (for Festival Guide), posters and flyers for each of these events.

The Age 2007 Melbourne Fringe Festival was the most successful Melbourne Fringe Festival yet, with increases in the number of events; the size of audiences; the amount of media coverage; and total box office takings. The success of a marketing campaign largely underpinned by the creativity of Studio Pip and Co. played a vital role in the escalation in awareness and participation, and the amplified success of the Festival is testimony to their work.

Georgina Russell, Communications Manager
Melbourne Fringe