Having grown into one of the largest music festivals in the country, Blues on Broadbeach is a significant tourism event for the Gold Coast. Organisers, Major Events Gold Coast, approached us with a logo asking us to flesh out the rest of the branding collateral and overhaul the website design for their 2020 event.
The brief was to bring the 2020 Blues on Broadbeach event to life by revising their website design and event collateral. Their key target audience was music tourists from around Australia – both male and female aged 35+ — and, to a less extent, Gold Coast locals. As their current website user experience was clunky for both the end user and internal staff, they were also keen to improve this. Finally, to establish a consistent brand that they could carry forward beyond the year’s event, they sought a style guide.
The key colour in the original brand was black. We adjusted this to blue for a softer more approachable feel that still complemented the other colours in the palette. The design featured palm trees to reference the Gold Coast location and symbolise the Broadbeach streets which are lined with them. To connect with the 35+ audience, we opted for a clean and simple design. To streamline the website user experience for both patrons and internal staff, we mapped out all the important information to optimise the customer journey and ensure quick and efficient changes in the backend.
The team at Claxon have been my design and brand lifeline for over 5-years now. It’s the thinking and passion they put behind every element of their design, that blows we away every time. Yep. Every time! I truly see Claxon as our internal, but really external, design & dev team.
