SXSW Sydney unveils 2025 visual identity via Studio 3AM

SXSW Sydney has tapped Studio 3AM once again for its visual identity, with the 2025 edition offering a new offshoot: SXSW Sydney Unlocked.

The branding agency created the festival’s 2024 identity, which has now been expanded into this year’s event and campaign.

The partnership aimed to help scale the event, with the agency last year being tasked with expanding its reach to the whole Asia Pacific region, fostering creativity and innovation on a larger scale.

The 2025 design builds on the established identity, while standing apart through a vibrant, simplified colour palette and graphic system, inspired by tactile tile-like forms that evoke interaction and play. 

The visual language aims to be accessible, flexible, and memorable across all touch points, including print and digital media, signage, brochures, and social media advertising.

Studio 3AM’s creative director, Jonathan Key, said: “It’s been a pleasure continuing our collaboration with the talented team at SXSW Sydney. 

“Together, we’ve developed a new design system that builds on the foundation we created last year while introducing something distinctly new while still familiar, a natural expansion that reflects the festival’s growing and ever-curious audience.”

The design is now live across OOH media, venue and public space signage throughout the city and at the beating heart of the event, Tumbalong Park. 

Running from October 13 to19, Tumbalong Park will serve as the central hub of SXSW Sydney with immersive brand activations, tech and gaming demos, live music, and more, all prominently featuring the visual identity. 

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