Open Season 2025

Attracting top-tier artists from Australia and beyond, Open Season is a dynamic celebration of music and culture that electrifies Brisbane each autumn. As its reputation grows year after year, so does the need for a brand identity that evolves alongside it. Moving away from an annual rebrand, the Tivoli Group envisioned a master brand—one that would encapsulate their personality and offerings while remaining instantly recognizable. Armed with key descriptors like "gooey," "arresting," "dark," and "intriguing," we set out to craft an identity that felt uniquely and unmistakably Open Season. We anchored the brand in a bold, limited color palette of orange, black, and white, ensuring high-impact recognition at a glance. A custom typeface—featuring distorted, fluid letterforms—added a modern, ‘gooey’ aesthetic that reinforced the festival’s distinctive character.

Floral imagery has been a recurring motif for Open Season, symbolizing growth, transformation, and artistic takeover. We expanded on this tradition, integrating striking floral visuals into the brand’s core identity, including a double-exposure video of a flower in bloom, visually echoing the festival’s spirit of unfolding creativity and immersive experience. To maintain consistency across all touchpoints, we developed a flexible yet cohesive design system spanning print, outdoor, and digital executions. With dynamic layouts that avoided stagnation while ensuring brand unity, we empowered the Tivoli Group to create digital assets to share across their own social media, as well as that of the partnering venues and artists.