Skip to content
Marketing Advertising

City seeks creative concepts for New Year’s Eve

City of Sydney 3 mins read
SydNYE22_Mrs Mac Chair_Matt Lambley for CoS

The City of Sydney is inviting expressions of interest for a new graphic design to brand one of Australia’s biggest annual events, Sydney New Year’s Eve.


Half a billion people around the globe watch New Year's Eve fireworks display each year, with another million people watching from the foreshore.


The City of Sydney is seeking a new creative design to reflect Sydney’s New Year’s Eve celebrations as one of the largest annual fireworks displays in the world.


The visual identity should align with the event’s philosophy that it is a bold, colourful, and exciting celebration that marks the end of one year and the beginning of another, filled with hope and opportunity.


The City of Sydney is looking for a design that will span a minimum of three years of the event, and provide a consistent visual narrative across marketing, online content, signage, digital and physical advertising and sponsor and stakeholder communications.


“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,” Sydney Lord Mayor, Clover Moore AO said.


“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.”


The City of Sydney is requesting the creative concept:


  • provides a clear, consistent image/idea of ‘Sydney New Year’s Eve’ that is original and instantly recognisable
  • acts as a graphic unifier for the event over time, providing consistency across the event from year to year 
  • clearly positions Sydney as a cultural and creative city 
  • showcases and promotes both Sydney and the City of Sydney
  • excites and engages all stakeholders – audiences, businesses, sponsors and partners – to participate in Sydney New Year’s Eve; and 
  • leverages the event’s unique and attributable strengths creatively, avoiding predictability. 


The City of Sydney will undertake a two-stage process to determine the successful visual identity and design consultant. The Stage 1: Expression of Interest is open to submissions from any creative agency/partnership/consultancy.  EOI submissions will be evaluated against assessment criteria, and a shortlist of up to 3 agencies will be selected to proceed to Stage 2, to submit a Request for Quotation (RFQ).


Stage 2 will require selected agencies to submit full creative concept proposals. 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 continue to 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.


For more information and to submit an EOI, visit


Media contact, Elaine Kelly – phone 0477 362 550 or email

For interviews with Lord Mayor Clover Moore contact Zoe Delamare.

Phone 0477 263 615 or email


For more stories from your local area, visit



Restrictions: The City of Sydney provides access to this publicly distributed image for editorial purposes only and remains the copyright owner. No archiving, commercial use or third party distribution is permitted without prior written consent. When using content for editorial purposes, you must include the following image credit adjacent to the content: "Photographer’s Name / City of Sydney”


More from this category

  • Marketing Advertising, Women
  • 01/07/2024
  • 12:24
Women's Health Victoria

MEDIA RELEASE: With violence against women on the rise, comedians target beer-drinking, sports-betting ‘Aussie Bloke’ ad stereotype in new gender equality campaign

Launching today, comedians Alex Lee and Lewis Garnham take aim at harmfulgender stereotypes in advertising – a new Women’s Health Victoria campaign. shEqual, Women’s Health Victoria’s advertising equality project, has today released ‘CommercialBreakdown’, a new campaign shedding light on the dangerous gender stereotypes currently showing inAustralian ads. In the midst of Australia’s current crisis of violence against women, advertisers continue to broadcastharmful stereotypes about masculinity. Advertising continues to be highly influential in shaping societyand - importantly - men’s’ attitudes and behaviours towards women. ‘Commercial Breakdown’ is a Gogglebox-style video featuring well-known comedians Alex Lee and LewisGarnham, who call out the…

  • Marketing Advertising, Media
  • 01/07/2024
  • 09:00


For over a year, Swarovski has been on a spellbinding journey with the reimagining of the brand and their retail stores. Commencing with the…

  • Contains:
  • Business Company News, Marketing Advertising
  • 01/07/2024
  • 08:30
The Victorian Chamber of Commerce and Industry

It’s time for TikTok

The Victorian Chamber of Commerce and Industry (VCCI) is today launching a groundbreaking initiative aimed at helping small business grow their customer base through a dynamic series of events and training focused around social media giant TikTok. Around 350,000 businesses in Australia already use the social media platform as a powerful channel to reach audiences far and wide. TikTok’s engaging platform means small businesses don’t have to break the bank to reach current and potential customers. For the second year running, the Chamber’s Victorian Business Pulse Survey found growing brand and marketing presence is the biggest focus for Victorian businesses,…

  • Contains:

Media Outreach made fast, easy, simple.

Feature your press release on Medianet's News Hub every time you distribute with Medianet. Pay per release or save with a subscription.