Wanderlust 108 Australia
Bringing a global wellness festival to life.
Wanderlust 108 brings together a 5K run, yoga and meditation in a one-day festival held in cities around the world.
For its Australian events in Sydney, Melbourne and Brisbane I worked closely with the ANZ marketing team to adapt the global Wanderlust brand for a local audience and create a visual system that could work across every stage of the event — from the first promotion through to the experience on the day.
The result was a flexible Australian identity supported by a large suite of campaign, digital and event materials, all designed to feel unmistakably Wanderlust while giving the local events their own energy and character.
Client
Wanderlust ANZ
Sector
Events / Health & Wellness
Project
Climate Action Campaign
Services
Creative Direction
Event Branding
Campaign Design
Digital & Social
Advertising
Wayfinding & Signage
Event Collateral
Wanderlust already had an established international identity and a passionate following. The challenge wasn't to reinvent it, but to create an Australian expression of the brand that felt distinctive, energetic and relevant to the local events.
It also needed to work hard.
The identity had to move seamlessly from social media and advertising to large-format signage, event schedules, maps, partner activations and merchandise while remaining recognisable and consistent across three Australian cities.
Movement, energy and a sense of place.
Working with the ANZ marketing team we developed a custom Wanderlust 108 Australia wordmark and a supporting typographic and graphic style that captured the energy of the event while remaining connected to the wider Wanderlust brand.
Event photography became an important part of the system. Rather than presenting Wanderlust simply as a fitness event, the imagery captured the people, atmosphere and shared experience around it to communicate what it actually felt like to take part.
The visual system was then applied across an extensive campaign including social media, digital and print advertising, email marketing, promotional material and partner communications.
Taking the brand from the screen into the event itself.
Stage branding, site signage, wayfinding, schedules, maps, partner activations, crew passes and other event materials created a consistent visual language across the site, while also helping thousands of participants find their way through a busy programme of activities.
That continuity meant the event people had seen advertised was the same event they experienced when they arrived — from the main stage through to the smallest pieces of collateral.
One identity across an entire event experience.
The Australian identity gave Wanderlust 108 a flexible system that could move between cities, campaigns and physical environments without losing its character.
More importantly, the work connected marketing and event experience rather than treating them as separate pieces. From discovering the event online to navigating the festival on the day, participants encountered one coherent and recognisable brand.
Client Testimonial
“Having worked previously with Sean on a design project for Fairfax, he was my first choice in taking on the challenge of reshaping a global festival brand for launch into the Australian market.
He presented multiple exciting creative concepts for print & digital mediums, and I highly recommend his services as I have to other clients who’ve been very satisfied with the high level of work delivered."
Asha Xavier
General Manager – Wanderlust ANZ
