Wrong way, go back.

Seesaw +

A new brand to help Australia’s performing arts stand out on the global stage.


Sector — Arts & Culture
Work  — Strategy, Identity, Art Direction, Print, Digital, Environmental
Words  — Studio Anon


Brand Essence

APAM unites artists, agents, presenters and promoters to showcase Australia’s contemporary dance and theatre to the world.

Australian Performing Arts Market (APAM) connects contemporary Australian and New Zealand theatre, dance, emerging and experimental art with national and international opportunities. By championing contemporary Australian performance nationally and internationally, APAM deepens relationships and stimulates new markets and pathways.

We worked alongside the Australia Council for the Arts and Creative Victoria to rebrand APAM to appeal to new audiences and align with their expanded function, new permanent headquarters and to further deepen relationships that foster opportunities for exchange, reciprocal connections, and hospitality. This involved extensive stakeholder engagement and crafting a brand strategy which distinguished APAM in a crowded landscape of other cultural institutions.

After developing the brand pillars, personality and positioning, we then crafted a new identity which would allow the new brand to flex across print, digital, signage and many more touchpoints.

The new APAM identity is highly adaptive. The aim was to showcase creativity and contemporary movement, strength and spirit, allowing the brand to stand proudly for the artists it represents.

To see further examples of
our work in the community
space, get in touch.