SXSW Sydney builds momentum with new ‘SXSW Sydney Unlocked’ visual identity via Studio 3AM
SXSW Sydney 2025 continues to build momentum with a growing curious and adventurous audience. In 2024, SXSW Sydney unveiled its new branding created by Studio 3AM which has been expanded in the 2025 event and campaign.
With the evolving identity comes an exciting new offshoot: SXSW Sydney Unlocked. Running from October 13–19, it offers free access to some of the best events SXSW Sydney have to offer. Tumbalong Park serves as the central hub, open daily with immersive brand activations, tech and gaming demos, live music and sunset showcases, all prominently featuring the branding created by Studio 3AM. SXSW Unlocked also spans the city with events at ICC Sydney and the Seymour Centre, cohesively existing within the visual framework developed by Studio 3AM.
The branding and campaign strategy were developed by Studio 3AM in collaboration with the SXSW Sydney team. The design system builds on the established SXSW Sydney identity while standing apart through a vibrant simplified colour palette and a graphic system inspired by tactile tile-like forms that evoke interaction and play. The visual language is designed to be accessible, flexible and memorable across all applications including print and digital media, signage, brochures and social media advertising.
Says Jonathan Key, Creative Director of Studio 3AM: “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.”
See the design system in use, now live across out-of-home media, venue and public space signage throughout the city and at the beating heart of the event, Tumbalong Park. The week features everything from beauty tech exhibits and AR demos to fashion runways and family-friendly experiences celebrating creativity, innovation and culture throughout Sydney.
View the hub: https://www.sxswsydney.com/unlocked
