The brief: We were engaged by the City of Yarra to dream up and implement a project to drive tourism to Johnston Street in Abbotsford. How did we do it? First step was forging a partnership with a whopping 18 venues on the stretch. Together, we created an identity for the district dubbed 'LOJO' (aka, Lower Johnston Street District) with local illustrator Lynn Bremner. Then came a custom digital passport to communicate various news and offers from the venues using everyone's neglected Wallet App. This is now an inaugural street festival to be held annually, tied in with a series of branded merchandise including limited-edition screen-printed tote bags, plus a punchy PR and social media strategy.