Estuary Festival 2016

Brand identity, campaign and communications

The Thames Estuary is an edgeland: a place of transition, of arrivals and departures. A gateway that connects the UK to the rest of the world, it has witnessed migration, industry, the birth of punk, the golden age of the seaside holiday and much else besides. We were approached by long term client Metal to help them create Estuary, a new art, literature, music and film biennale based in this cultural and historical melting pot. Our flexible, ever changing brand identity system aims to present this cultural diversity in all of its glory. As a special bonus-track, we also created branding for Southend-on-Stage: a festival-wide busking platform, proving that the sound of the Thames Delta is alive and kicking.

What we did

  • Brand identity
  • Brand communications
  • Creative direction
  • Exhibition design

Who we collaborated with

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“Baxter and Bailey have worked with us on a number of significant event branding projects, and the experience is always fun, enlightening, professional and successful. The inaugural Estuary Festival was no exception. We’ll be working with them again.”

Colette Bailey
Artistic Director and Chief Executive,


The launch of the first Estuary Festival was covered by press, radio and television nationally and internationally, reaching an audience of over 21 million.


Estuary 2016 ran for 16 days across seven key venues. It comprised 55 events, showcased 265 artists, involved 1,157 pupils from 32 schools, entertaining and enlightening a live audience of 61,800.

With thanks to Alys Tomlinson and Metal for the festival event imagery.

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