This is Not Art

This is Not Art 2017

Following the success of the 2015 rebrand and 2016 campaign, Headjam were once again asked to collaborate with TiNA on the promotion of the 2017 Festival.


This is Not Art (TiNA) is a national Festival of new media and arts organised in Newcastle, New South Wales, each year over the October long weekend. Since its humble beginnings in 1998, it has become a leading independent contemporary arts festival in Australia. TiNA is dedicated to the work and ideas of artistic communities not generally included in other major Australian arts festivals or institutions.

Following the success of the 2015 rebrand and 2016 campaign, Headjam were once again asked to collaborate with TiNA on the promotion of the 2017 Festival.

We love collaborating with TiNA each year! It brings a smile to everyone's face within the studio when it gets briefed in.


To further raise the profile of the TiNA Festival within the general population of Newcastle and encourage people that wouldn’t normally attend to visit the Festival for the first time.

Target Audience

Novocastrians looking to explore the art world and some hidden treasures within Newcastle.

Consumer Proposition

Impressing the Festival on the city!

Desired Consumer Response

‘What weird and wonderful delights await me at this free Festival?’.

Creative Solution

With the success of using colour to denote the physical locations around the city in 2016, we again looked at using colour to promote TiNA in 2017. This year we used the colour blue and created a photographic / video set made up of blue fabric that people could press up against to leave impressions on the fabric.

The simple idea of this art installation was for people to leave their mark and impress themselves on the Festival encouraging people to visit and see things differently throughout the weekend.

We then applied the colouring across all of the Festival’s collateral. Again we developed a new 2017 app for both the iOS and Android app stores with some key updates from 2016, created a campaign video to distribute throughout social media and printed the infamous TiNA programs.


The Festival launches over October long weekend in 2017. Head on down, take a look and leave your mark on the Festival itself by interacting with the blue screen installation at Watt Street Gallery.

Processes Used in this Project

Advertising Campaigns· Advertising Photography· Branding· Brand Identity· Brand Management· Brand Positioning· Brand Strategy· Logo Design· Graphic Design· Digital Signage· Environmental Graphic Design· Illustrations· Signage· Marketing· Digital Marketing· Marketing Campaign· Marketing Plan· Marketing Strategy· Media Buying· Social Media Marketing· Print Media· Book Design· Print Advertising· Print Design· Print Management· Print Production· Project Management· Video Production· Audio Production· Broadcast· Compositing· Editing· Film Direction· Storyboarding· Android App Designers· Android App Development· iPhone App Designers· iPhone App Development· Mobile App Development· User Experience Design· User Interface Design· Website Design· Website Development