the regional arts development fund (radf)


the brief

The Regional Arts Development Fund (RADF) is a partnership between the Queensland Government and the City of Gold Coast to support local arts and culture in regional Queensland.

To attract artists across the Gold Coast to enter in the Programs, TD were briefed on developing a campaign look and feel that had the flexibility to be used singularly or across all three, program categories.

the strategy

TD developed a creative concept, demonstrated across a suite of collateral pieces for client consideration. The look and feel was driven by the objective to target a broad demographic and be flexible in its usage across differing program categories.

To appeal to such a creative, inspired audience, TD incorporated strong hero images, eye-catching colours and bold points of interest that pushed the boundaries, whilst remaining on brand.

In addition, the ‘less is more’ approach assisted in achieving the brief by creating a look and feel that can be easily adpated across a range of executions (digital billboard, postcards, web banner).

the results

Early response from the campaign is very positive, however the campaign is still active in the market and no final results have been shared.