Titled “Fleur de Fringe”, the design was chosen from more than 300 entries and unveiled today via a large mural painted on the pavement beside the Goodman building in the Adelaide Botanic Garden.

‘Fleur de Fringe’, by Alana Naylor.

Naylor, an Adelaide-born graphic designer and digital illustrator who now lives in Cairns, sought to reflect the transformation felt throughout the city during the Fringe, with her work featuring simple shapes and bright colours that invite anticipation for the festival season to come.

Adelaide Fringe CEO and artistic director Heather Croall said the brief for 2023 was to represent Fringe as “the sunshine after the rain”.

“After much deliberation, we decided that Naylor’s work encapsulated that message beautifully and would make a spectacular addition to the upcoming season,” she said.

Naylor, who was in Adelaide for the unveiling of the design, said her illustration style has always been bright and bold.

“I really wanted to capture the feeling and energy of the city as the Fringe starts,” she said.

“You see things starting to appear and everyone’s just buzzing. I think the idea of the gateway and the flowers, [and] this mysterious hand, gives that energy that I think everyone sort of senses.”

As well as the exposure that comes through having her design featured on the Fringe poster, program and other materials, Naylor will receive $6000 in prize money and free registration for an exhibition at the 2023 festival.

The 2023 Adelaide Fringe will run from February 17 to March 19.

A mural featuring the 2023 Adelaide Fringe poster artwork was unveiled on the pavement outside the Goodman building. Photo: One Cast Media