March The new identity needed to connect with Christchurch’s broader narrative of balance and play, while creating a personality entirely of its own. With campaign assets largely limited to supplied performer photography, the brand itself also needed to generate much of the energy across advertising, digital, environmental and programme applications.

March We found the idea in the way busking transforms the city. Streets become theatres, footpaths become stages and everyday spaces become places of surprise and play. We translated that transformation into typography, creating a visual system where words stretch, squash, rotate, crop and expand to fill every available space. Like the performers themselves, the type bends expectations and refuses to behave conventionally.

March Built from ABC Gravity, the custom typographic system appears spontaneous and slightly chaotic, but every composition was carefully refined for proportion, spacing and legibility. A restrained black and white palette gave the identity maximum contrast across the city, allowing performer imagery to take centre stage when needed while remaining distinctive enough to work entirely on its own.

March The identity was brought to life across posters, billboards, city flags, environmental graphics, merchandise, digital advertising, social media, the festival website and wayfinding. Playful headlines such as ‘Full Noise’, ‘Jam Packed’ and ‘Don’t Put It In A Box’ became performances in their own right, creating a flexible and unmistakable festival brand that feels unconventional, joyful and impossible to ignore.