National Arts Festival: 50 Years

Arts & CultureProfessional ServicesEntertainment

Dec 11

The National Arts Festival is South Africa's premier annual arts and cultural event, showcasing diverse performances, exhibitions, and workshops across disciplines like theatre, music, dance, and visual arts.

The brief

In commemoration of the National Arts Festival’s golden jubilee, BBA embarked on a journey to redefine and amplify the Festival’s cultural significance. This strategic initiative encompassed three key pillars: a defined purpose statement, a brand mark to celebrate this important milestone, and an integrated marketing campaign.

Through collaborative exploration, we crafted a purpose statement that encapsulates the Festival's enduring role: “The National Arts Festival is the premier inspirational and nurturing foundation to serve the full diversity of the arts in South Africa. Umama wezobugcisa! – for community and country.” This powerful declaration – where “Umama wezobugcisa” (mother of the arts) speaks to the Festival’s role in many artists’ careers – establishes its position as a cornerstone of South African creativity.

A dynamic, circular mark for the 50th edition of the Festival was developed – its rhythmic composition celebrating five decades of diverse artistic voices. This commemorative design thoughtfully bridges heritage with future vision, embodying the Festival’s transformative journey.

Our integrated campaign strategy aligned with the Indlulamithi Scenarios’ Weaver Work framework – one of three potential pathways envisioned for South Africa’s 2035 future. Under the banner “Shaping Together”, our campaign celebrated the Festival's historical impact while engaging new audiences. The Weaver Work scenario, inspired by the cooperative nature of Kalahari sociable weavers, provided a powerful context for exploring how artistic collaboration can contribute to national development.

Through strategic dialogues and creative storytelling, we reinforced the Festival's position as a vital cultural catalyst, ensuring its continued resonance and innovation within South Africa's evolving creative ecosystem. This approach not only honoured five decades of artistic excellence but also established a foundation for future growth and cultural impact.

The transformation

Insightful partnering for national impact

Working strategically, we identified signature projects, including a travelling Constitutional Court Art Collection exhibition. This initiative extended NAF@50's presence beyond Makhanda, encouraging national dialogue about the Festival's historical and cultural significance.

Documenting the Festival

Recognising the essential relationship between the Festival and arts journalism over five decades, we developed a focused arts journalism programme. Led by Alet Pretorius, emerging photographers received mentorship to document the Festival experience.

Refined digital design

Our website redesign enhanced user experience, supported by tailored social media templates. The digital-first programme design improved accessibility whilst streamlining communication across platforms.