‘We outgrew our brand,’ says Festivals Malta CEO as entity launches new corporate identity

Festivals Malta, the national government body tasked with nurturing and growing festivals and cultural events, has launched its rebranding and strategy for the next five years.

CEO Annabelle Stivala highlighted the agency’s achievements over the past four years. 

“Festivals Malta has evolved considerably because of its achievements and has consequently outgrown its brand," Ms Stivala explained, adding that the need for a rebrand was already being felt when the agency branched off from Arts Council Malta in 2019.

“The new brand is dynamic, vibrant, and bold and it was designed to be more relevant to what we stand for today and to grow with us in the years to come," Ms Stivala said.

Culture Minister Jose Herrera said that since its inception, Festivals Malta has become the main driver for the promotion of the creative and performative arts in the country.

"I am very pleased with the success of this agency and I am confident that it will continue to grow with increasing success in the future," Minister Herrera said.

As part of the rebranding exercise, the agency also revamped its website to be more user friendly, more efficient, and more accessible to all users.

Ms Stivala also spoke about the agency’s new strategy, which is based on five fundamental pillars for the next five years, called 'The +25 Strategy'.  She said the strategy would be built on legacy, evolution, proficiency, partnerships, and methodology.