Ten Days Brand identity

After almost two decades showcasing Tasmania’s finest artists alongside the world’s best and with Lindy Hume’s new artistic vision, Envelope evolves the Ten Days brand to celebrate the inhabitants of Tasmania’s Northwest, Northeast and Southern heartlands.

Our approach

Started in 2001 by Robyn Archer AO, Ten Days now runs across three consecutive weekends that individually focus on Tasmania’s Northwest, Northeast and Southern heartlands.

Working to a brief to celebrate these regions, Envelope reimagines Ten Days’ logo as a three dimensional compass to be worn as a badge of honour for the inhabitants of each heartland. The proud expression of this belonging forms the basis of the festival’s marketing campaign.

Each festival, a Tasmanian jeweller is commissioned to produce a limited edition brooch inspired by the logo. For 2019, Charles Wyatt, represented by Handmark Gallery, produces a stunning incarnation in sterling silver.


A contemporary wireframe representing the island’s mountainous topography links each heartlands’ communities and its inhabitants. This wireframe forms part of an extended branding language linking disparate artist photography into a cohesive narrative.

A comprehensive brand toolkit with robust and flexible design templates provide autonomy for Ten Days’ dynamic in-house team to develop a wide range of digital and physical communications under Envelope's art direction, maximising the festival’s valuable resources.

Brand strategy
Brand identity

We have also developed brand identities for the Australian Festival of Chamber Music and Musica Viva Tasmania.