Open State was devised to bring people together to explore innovation, democracy, and the possibilities of the future. Rodeo was engaged to define the festival’s name, brand, and communications strategy, creating an identity that resonated with broad audiences and showcased the program’s forward-thinking ambitions.

Challenge

As a one-off event, Open State needed a festival brand and communications approach that could break through conventional government messaging, engage diverse audiences, and spark meaningful conversations about the future.

Solution

Rodeo developed a cohesive brand identity, messaging framework, and targeted campaign. This included visual identity, content, and themed communications that aligned stakeholders and audiences with the festival’s objectives, inviting participation and reflection on innovation and democracy.

Outcome
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The festival drew over 25,000 attendees from across Australia and internationally, generating more than $11 million in economic value. The brand delivered a memorable, impactful experience, establishing Open State as a standout, forward-looking festival.

Services
Campaign strategy
Visual identity and branding
Community and audience research
Naming
Positioning and messaging
Content production
Digital production
Project management
Post-campaign review

Deliverables
Campaign identity
Campaign style guide
Campaign assets
Core themes
Advertising
Signage
Merchandise
Social content