Our brief was to drive traditional arts patrons to purchase their 2011 Perth International Arts Festival tickets online, and to feel a part of the festival.

We created artwork that represented the feeling of each event at the festival. We called this a totem. When festivalgoers shortlisted the events that they planned to see, all these individual event artworks were brought together. This end artwork represented an individual's totem - symbolic of their 2011 festival experience. To create individual totems we first separated the Festival events into genre (opera/theatre/dance/music/Perth Writer's Festival/family/visual arts, etc.) and chose individual colours, energy and forms to correspond to these genres, depending on the emotion we believed these genres would evoke in the audience.

A heady array of totems was been created by the citizens of Western Australia, with site visits up by 34%, and an artistic phenomenon emerged from one of the most remote capital cities in the world.