In 2010, the Crave Sydney festival brought together new and existing community events in celebration of Sydney's unique lifestyle and the advent of Spring. Events included Breakfast on the Bridge, Sydney Children’s Festival, Sydney Harbour Island Hopping, Seven Bridges Walk, Sydney International Food Festival, Art and About. As a lead creative consultant to Events New South Wales I was engaged to help review the Crave Sydney strategic positioning in relation to multiple stakeholders and creative direct the redesign of the festival identity Deliverables included; Naming ideas, Brand manifesto, Strategic positioning and development, Logo development, 3 separate strategic brand platforms, Brand identity & brand guidelines, Brand toolbox, Launch package /signage. This worked was completed whilst I was an Associate Director at Gen.a in Sydney.