Brand Identity And Campaign For Kindred People Festival
Can a flexible identity honor tradition without freezing it in time?
Clear Design developed the strategy, branding, and campaign for Kindred People, an Indigenous-led festival celebrating art, culture, and connection. Collaborating with artist Aretha Brown, the team created a flexible visual identity built on geometric symbolism and cultural storytelling, bridging traditional knowledge and contemporary design.
Insights
- Clear Design handled strategy, branding, and campaign for Kindred People—an Indigenous-led festival commissioned by Monash University—centering art, culture, and connection rather than treating “Indigenous” as a decorative layer.
- The visual system was built to be flexible across campaign needs, using a geometric language that carries symbolic meaning—so the identity can adapt while staying culturally grounded.
- Collaboration with artist Aretha Brown shaped the identity’s cultural storytelling, bridging traditional knowledge and contemporary design decisions in a way that feels authored, not appropriated.
- The approach positions the brand as a living system (vibrant, modular, repeatable) suited to an arts-and-culture festival, where multiple voices, events, and expressions need to sit under one coherent umbrella.
