Since 2009, Hornsby Shire Council and Hornsby Art Society have invited people to exercise their imagination and explore the creative potential of turning waste materials into beautiful works of art through art competition brand ‘Returned to Glory’. We were approached with a basic requirement - to refresh the competition brand ahead of its expansion in 2015.

Following a review of the existing brand and the organiser’s aspirations for the annual event, we identified the opportunity to reposition the ‘Returned to Glory’ brand through renaming and an approach to branding that would offer opportunities for extended use and audience appeal.

The new name - 'Re-magine' - is based on the notions of 'creative recycling' and 'artistic imagination'. The symbol is inspired by the traditional Chinese 'tangram' - a seven-piece graphic puzzle, familiar to creative thinkers.

The tangram offers a multitude of graphic interpretations. The highly versatile Re-magine brand's extended identity utilises tangram illustrations to denote specific event sub-categories, artist presentations, community participation, event wayfinding, and to brand merchandise over the duration of the arts festival.

Beyond this, the creative potential of the Re-magine visual identity establishes a platform upon which a cultural event brand can be built that will open opportunities for greater exposure to, and engagement with the broader community.