SXSW Sydney Unlocked

Continuing our collaboration with SXSW Sydney, Studio 3AM was engaged to create a distinct identity for Unlocked, a free program giving Sydneysiders access to selected SXSW Sydney events, spanning brand activations, technology and gaming demonstrations, live music and showcases. The identity needed to be open and accessible while remaining clearly connected to our established SXSW Sydney brand.

Unlocked’s identity focused on core qualities of being free, playful and open to everyone. We introduced a simplified, vibrant colour palette alongside a graphic system built from tactile, tile-like forms that suggest movement, interaction and exploration.

These forms became the building blocks of the system, extending into the sub-brand logos and across out-of-home, social content and event signage. A reduced set of visual elements allowed the identity to remain flexible across different formats and locations while maintaining a clear relationship to the broader SXSW Sydney identity through typography and the masterbrand.

Unlocked creates its own energetic presence without separating itself from SXSW Sydney. Colour, modular forms and direct messaging give the identity a more approachable character, while the underlying typographic structure keeps it recognisable. The result is a flexible system designed to welcome a broader audience into the SXSW Sydney festival.