Identity creation and mobile-first development to capture audiences

Building buzz through bold design.

New Zealand’s biggest New Year’s Eve festival, Wanaka-based Rhythm and Alps has been working with Publica since 2017 on delivering refreshed festival creative.

In ‘talking’ to the famously fractious millennial market, the project team created an other-worldly ambience to represent the experience of the festival – an antidote to the end of the year. Bringing in front-end movement and bespoke illustration proved key to inviting a young audience in to the digital experience through intrigue, targeted appeal and impeccable execution.

In continuing with the creative theme, every year’s imagery is grounded in the feel of the festival’s striking setting – the Southern Alps. Throughout the years, the creative evolution has built on the previous feel to bring new focus. This time round, our avatar represents rebirth – in all its interdimensional and psychedelic glory – updating the previous year’s colourway.

In building buzz through bold design, we delivered creative that gets potential party-goers to start thinking about their New Years Eve plans. Our hero, illustrative character leads all collateral, media and festival projections. The final execution prioritised animation for elevated user experience, and mobile-first development for optimised user interaction.