The City of Sydney is on the hunt for a new graphic design to brand its globally renowned New Year’s Eve event.

The annual spectacle, watched by half a billion people worldwide, is one of the largest fireworks displays in the world. The city is seeking a design that reflects the event's bold, colourful, and exciting celebration marking the end of one year and the beginning of another.

The new design should provide a consistent visual narrative across marketing, online content, signage, digital and physical advertising, and sponsor and stakeholder communications. It should span a minimum of three years of the event, connecting with audiences of all ages and backgrounds, both locally and internationally, with a message of inclusion, celebration, and safety.

"Sydney New Year’s Eve is objectively the best fireworks display in the world, illuminating our harbour with stunning pyrotechnics to herald in the new year. With half a billion people watching, this is an opportunity for a designer to have their work displayed on an international stage, and I encourage everyone with an exciting creative concept to apply. We’re looking for branding that will connect with audiences of all ages and backgrounds, locally, nationally and internationally, with a message of inclusion, celebration and safety," said Sydney Lord Mayor, Clover Moore AO.

The City of Sydney will undertake a two-stage process to determine the successful visual identity and design consultant. Stage 1: Expression of Interest (EOI) is open to submissions from any creative agency/partnership/consultancy. EOIs will be evaluated against assessment criteria, and a shortlist of up to three agencies will be selected to proceed to Stage 2, to submit a Request for Quotation (RFQ).

Shortlisted parties will be paid a fee of $3,000 excluding GST to develop their submissions and invited to present their concepts to the City of Sydney. Once the successful agency is selected, they will work closely with the City of Sydney to ensure the smooth rollout and implementation of the new visual identity across the Sydney New Year’s Eve campaign.

The EOI closes at 11am on Friday 26 July 2024.