The strategic rebranding of Bergen International Festival [Festspillene i Bergen] by ANTI Bergen demonstrates how the collaboration between client and agency can flip tight constraints into worlds of opportunity. Using creative ambition and strategic vision to overcome limitations of the cultural sector to radically transform the familiar. The project demonstrates how design decisions can lead to increased public engagement, working with limited revenue, leveraging the temporality of exposure, and find open space in an increasingly crowded cultural landscape. With ANTI being the only communications and marketing agency involved, the project demonstrates the value of a holistic design approach — a systemic identity with endless functionality.

Objectives

o Increase overall audience numbers

o Increase ticket sales

o Increase first time visitors

o Present the genres of classical and avantgarde performances in a radical and attractive new light

o Maintain strong patronage from existing attendees

o Generate a sustainable identity; flexible but consistent.

Solution

Looking to bridge musical and visual language, ANTI established a mathematical system allowing the ‘logo’ to grow, subdivide and rhythmically repeat like musical units creating a beat or tempo. A logo that is both a traditional logo, and a living dynamic identity. A dynamic identity with such frequency that it functions as advertising, product, and performance.

‘Moving from the bald and grey, towards the young and dynamic.’

Festival Attendee (2014)

Result

Exceeding all objectives and expectations, and even generated wider benefits, the rebrand has contributed to a 57% rise in ticket sales and 59% rise in sponsorship and private donations, resulting in a 32% rise in total income (2012 - 2016). 

The first year of the new festival identity saw a 100% increase of first time visitors and resulted in the highest volume of ticket sales in the recorded history of the festival. Increasing year on year, with public attendants rising from 60 026 in 2012 to 84 494 in 2013; at the same time the total number of visitors to the theatre in Bergen was falling by 8,4%.

From 2012 to 2016 the number of visitors grew to over 125 000 — an increase of 108%. Resulting in a 27% efficient use of public funds in the first year alone — evidence of the public value of design investment.

In 2014, for the strategic rebranding of Bergen International Festival, ANTI Bergen was awarded the Cannes Lions Grand Prix in Design, the Grand Prix in Brand Identity at Red Dot, 2 Golds in ADC Global, Gold Pencil in One Show and Best of Show at the European Design Awards, as well as several national awards.