Midsumma Festival 2011

Midsumma is Australia’s largest queer cultural festival. Sweet Creative was commissioned to develop the 2011 festival brand and look and feel, create the festival image and art direct the photography by Garth Oriander. The playful and flirty twin icy-pole mirrors and accentuates the Midsumma logo whilst the melting is a witty take on the heat of Melbourne summer. We were responsible for all applications including print, digital, advertising and viral.