Auckland Writers Festival

Brief

As the biggest annual literary event in New Zealand, Auckland Writers Festival Waituhi o Tāmaki attracts tens of thousands of book lovers. Branding and signage are critical to the festival’s operations and atmosphere, so for the second year in a row, the Auckland Writers Festival came to SCG to design and print all of its branded collateral for its 2026 event.

Execution

The visual campaign came to life citywide for the 2026 festival. Using illustrations by Natasha Vermeulen as the creative foundation, SCG designed and produced everything from digital billboards and displays, street posters, programme guides and booklets, author signing backdrops, venue signage and decals, website and email assets, and more.

Alongside the campaign rollout, SCG developed a detailed brand strategy for Auckland Writers Festival, helping to refine its brand positioning, identify key audiences, strengthen its visual and verbal identity, and create a clearer framework for future communications and community engagement.

Outcome

The branded collateral brought colour, creativity and energy to the city, building excitement in the lead up to the festival and creating a cohesive experience throughout the event. By delivering a wide range of print and digital assets under one cohesive visual identity, SCG ensured the festival's branding was recognisable and impactful across every touchpoint, strengthening its presence and connection with audiences.