Glasgow consultancy Third Eye Design has picked up a pair of international festival branding projects, with appointments by the New York Festivals and the Edinburgh Festival Fringe.
The Fringe project win follows a five-way credentials pitch against Love, Whitespace, Redpath and HGV, and a shortlisted creative pitch against Edinburgh consultancy Whitespace.
The design brief and budgets are not finalised, but early ideas centre around a Barbarella-style identity, set 60 years in the future, referencing the Fringe’s 60th year in 2006, says consultancy marketing manager Stewart Drummond.
The Fringe claims to be the largest arts festival in the world, selling about two million tickets a year and generating £75m for the Scottish economy. The branding will aim to raise the profile of the Fringe organisation, with design work being applied to the visual identity, printed material, advertising and ‘live’ branding, such as Fringe offices.
The NYF win comes as Third Eye prepares to open its office in the city next month. The design group was approached directly by the design and advertising awards festival to examine and ‘rationalise’ the NYF brand, as well as relaunch the New York Festivals of Advertising strand, including a new trophy design.
‘NYF see competition in the Cannes Lions and Clio Awards, but feels it doesn’t have the same cachet. It is about being big and bold, drawing on the creative aspects of New York,’ says Third Eye managing partner Toby Southgate, who will oversee the project.