Queensland Fringe Festival
A complete brand world for Queensland’s first statewide fringe festival, spanning strategic positioning, sponsorship architecture, an artist-led visual identity, a digital platform, and a seven-day touring experience across regional Queensland. A brand world built to move.
Queensland Fringe had the ambition of Adelaide Fringe and the spirit of Wynnum Fringe, a Gold Matilda Award-winning grassroots festival that grew to 100,000+ attendees and $4M+ in economic impact. But scaling from one suburb to an entire state isn’t a marketing problem. It’s a brand world problem. Four towns, seven days, 600km of highway, headliners alongside local performers, all needing to feel like one coherent experience. At the heart of it: “Where the Wildflowers Are”, an original illustrated world handcrafted by artist Phoebe Paradise for Queensland Fringe — inland flora and perpetual twilight skies, surreal botanical elements layered with Queenslander architecture and silhouetted figures. Subfracture built the brand world around it.
A positioning framework built on the tension that regional Queensland is more culturally progressive than it gets credit for. A three-tier festival model designed around regional cultural tourism: council-partnered hubs, hospitality venue circuits, and grassroots activations. A digital platform built to serve as both a ticketing engine and an immersive storytelling experience, digitally spotlighting small towns in a way that bridges the festival’s physical and digital worlds.
See it in motion.
Phoebe Paradise’s “Where the Wildflowers Are”, brought into a scrolling digital experience — twilight, wildflowers, and a Queenslander floating between four regional towns.
Step into Where the Wildflowers Are →- Brand World Strategy
- Festival Positioning
- Sponsorship Strategy
- Artist Creative Direction
- Digital Platform Strategy
- Cultural Tourism Framework
- Launch Strategy
- Content & Documentary Strategy