The Fremantle International Street Arts Festival (FISAF) has undergone a rebrand, launching a supporting campaign ahead of the event's 2025 run this weekend.

The new brand strategy and visual identity were crafted by 303 Mullenlowe to enhance recognition of the festival and the Fremantle region among arts and culture enthusiasts both locally and internationally.

The supporting campaign, also developed by the agency, is currently live across multiple platforms, including out-of-home (OOH) advertising, social media, bus-backs, and other promotional materials.

Chief Strategy Officer at 303 MullenLowe Perth, Matt Oakley, said the aim was to "ensure the event and the local region is consistently recognised amongst arts and culture lovers throughout WA, Australia and overseas."

FISAF has evolved significantly over the past 25 years, growing from a small collection of performers to a large, eclectic event. The festival now features a four-day program with more than 70 artists, including street theatre, performance, dance, interactive acts, music, and busking. It utilises several major performance locations in Fremantle and includes roving performers.

Oakley described FISAF as "a fantastic, homegrown event that already appeals to a wide demographic while helping people feel connected to community. The event has a loyal return audience, along with a strong track record of recommendations to friends and colleagues."

"What started as a small collection of performers 25 years ago has grown and evolved into a hugely eclectic festival to be respected and revered. Fremantle locals know and love it, and the time has come to show the rest of WA that it’s a festival like no other," said Oakley. "In addition, it provides the opportunity to strengthen awareness of Walyalup | Fremantle as an authentic arts and culture destination, while engaging local, regional and national partners to enhance the FISAF experience through complementary offerings. Its brand needed to reflect this larger presence and regional impact, and we believe it now positions FISAF as a confident and matured event with an abundance of vibrant and accessible experiences."

The new brand direction incorporates typography inspired by Fremantle's heritage facades and bold, playful colours and patterns from local murals.

Head of Design at 303 MullenLowe Perth, Alby Furfaro, said: "the new brand direction captures the city’s eclectic spirit and history through typography pulled from the heritage facades, and bold, playful colours and patterns inspired by murals in the Freo area. Teamed with unusual graphic imagery, each represents the many ways audiences can encounter the festival - through seeing, hearing, and moving - inviting them into an interactive, sensory experience."

The festival takes place over the Easter long weekend, transforming Fremantle into an open-air theatre with international, national, and local artists.

Art Audience and Engagement Lead at the City of Fremantle, Prudence Riley, said: "each year over the Easter long weekend, the streets of Fremantle are transformed into an open-air theatre of international, national, and local performance artists and musicians. Combine this with Fremantle’s famous alfresco dining, bars and eateries and the area is transformed to deliver a multisensorial experience that is difficult to replicate."

"We’re incredibly excited to see our new brand direction come to life to reflect the amazing atmosphere of this festival. We love that it celebrates the coming together of eclectic and weirdly wonderful performances from across the globe right here in Walyalup | Fremantle, that you likely will never have the opportunity to experience again."

The festival is known for its loyal audience and strong word-of-mouth recommendations, further solidifying its status as a key cultural event in the region.