/ Newcastle Writers Festival

Discover the stories behind the stories

“Every story is two stories. The one on the surface and the one bubbling beneath.” Grace Paley.

  •  / Concept
  •  / Branding
  •  / Design
  •  / Production
  •  / Social

Newcastle Writers Festival isn’t just an opportunity to celebrate and share the stories we already know and love. It’s a unique chance to hear the one that’s bubbling underneath.

‘The Stories Behind The Stories’ platform was devised to give writers the chance to delve into the stories behind their work – the motivations, inspirations and fascinating tales that lead to a story being written. For people attending the festival, they were given the unique opportunity to hear and learn more about the stories they know and love.

 For this year’s campaign, we gave the entire festival a brand makeover.

 We began with a new brandmark.

 Our new logo gave the event a true festival feel and allowed 'the Stories Behind the Stories' to seep through the visual identity of the festival. Using a spectrum of bright colours, we created a multi-layered logo, that encouraged people to look again and discover more to the festival.

 When it came to creating our campaign, we aimed to find new and innovative ways to invite people to discover more to every story.

Using a spectrogram (technology that allows sound to be visualised), we placed a hidden message in our radio ad, and directed listeners to our campaign website where they could watch a video of the radio ad and discover the story behind the story.