Love Beyond The Rainbow
Curious is an annual festival of immersive queer arts and culture. Partnering with BALTIC, Northern Stage and Sage Gateshead, Sail helped define national positioning, brand strategy, identity and engagement. Since working with Sail, live audience has increased by 333%, as well as securing an Arts Council Award, furthering national recognition.
Curious Festival, established in 2016, is an annual festival of immersive, world-class, queer arts and culture, celebrating diversity through performance. They stand as a catalyst for change nationally and are wanted to be recognised as the biggest event of its kind in the North East.
What we did: Audience Insight, Positioning, Brand strategy, Tone of Voice and Brand Identity.
We immersed ourselves in the community to build a representative, experimental brand and movement. Our concept ‘Love beyond the Rainbow’ celebrates diversity whilst challenging perceptions, and deconstructs labels and the LGBTQ flags to represent unity. We worked with Curious on a brand strategy, visual identity, roll-out and campaigns. Curious are now an Arts Council Award winning brand, and recognised as the largest event of its kind in the North East, with strengthened positioning and reach nationally.
‘You only have to look at the Curious Brand Identity and materials to see the results of working with Sail, I have a strong brand that has set the organisation up for years to come and when I talk to people they say “Yeah I know Curious” I smile inside and out.’