This Way Up, Australia’s advertising festival of creativity, brings together local industry leaders with some of the world’s most renowned and disruptive innovators for a two-day festival.

The festival includes a program of interactive talks, panel sessions, workshops, courses, and networking events to push creative boundaries, champion the best thinking, drive marketers’ desire to do better work and compel the broader business community to recognise that creativity applied to any aspect of business propels growth.

M35 worked directly with The Communications Council to develop a digitally native, motion-first identity system. This allowed us to communicate the narrative of the festival through an immersive and interactive experience in which static elements could move and be interacted with in unexpected and surprising ways.

The festival identity was purposefully designed to sit alongside The Communications Council's other festival and training program AWARD.