SXSW Sydney

SXSW Sydney is the Asia-Pacific edition of South by Southwest, bringing Tech, Music, Screen and Games together across a week-long festival. Studio 3AM was engaged to create a distinctive identity and campaign system capable of expressing the scale and diversity of the festival.

We positioned SXSW Sydney as a convergence point for different ideas, disciplines and people. A 3D hero visual brings abstract representations of Tech, Music, Screen and Games into orbit around the SXSW arrow, supported by a flexible system of rounded modules that act as windows into the festival.

For the campaign, we identified curiosity as the common thread connecting SXSW audiences. This led to ‘The Future Belongs to the Curious’, supported by the adaptable ‘Discover New’ language. Together, image, form and language created a system that could shift between individual festival pillars while remaining distinctly SXSW Sydney.

The identity and campaign gave SXSW Sydney a cohesive platform that could accommodate hundreds of events, voices and experiences, while building a distinctive presence across digital, social, print and physical environments.