Case Studies


an arts and culture festival to celebrate

a vibrant creative community


the vision

The BEAMS arts festival was born as the feature event of the Chippendale Creative Precinct’s vision to transform Chippendale into Sydney’s new creative hub. It was a one night outdoor festival of colour, movement and sound, descending upon the lane ways to illuminate the streets through live performance and installation.

The festival invited audiences to experience the exploration of art-filled laneways and directly participate through augmented reality, hands-on art, workshops and interactive performance.

the approach

The BEAMS arts festival presented a number of challenges on a number of fronts. Both how to boost attention to the event and how to gather participation from stakeholders and artists.

This multi-customer facing online eco-system required both a stunning visual communication and the ability to process applications, sort participants and handle technical specifications.

It included:
a) The design and development of the BEAMS arts festival website forms and interaction with the CRM and payment processor.
b) A responsive design to handle smart phones and tablets as well and integrate a complex program with sorting functions and custom display by street and type for all festival events to be used live on the night.
c) Also creative direction for the production, signage, festival map, festival program and posters.
d) The lead-up promotion and cross promotion with other media agencies
e) The design of sponsorship proposal documentation

Project: Festival Development and Design Direction
My Role: Design Project Lead, UX Design, Graphic Design, Brand Development, Marketing
Team members: 3


  • increased attendances from 8000 to 22,000
  • generated +450 artist submissions / year
  • +5000 shares on social media