The logo echoes the Alternatives Journal logo with the inclusion of the same font and signature 22º slash.
The festival launched alongside A\J's "Night-themed" issue. The tagline encapsulates the spirit of the festival by
inviting the public to reframe their assumptions about the safety of Kitchener's downtown at night.
inviting the public to reframe their assumptions about the safety of Kitchener's downtown at night.
In the first year there obviously was no library of existing assets we could use to market the festival.
I created a series of long-exposure light-trail photography to represent the "new light" marketing message.
I created a series of long-exposure light-trail photography to represent the "new light" marketing message.
These are posters from the first year and second year. In year one, while the website content was still offline, the poster design had to support the new brand by incorporating as many recognizable names and content descriptions as possible to establish the festival's identity. Once the brand equity was established, we were free to craft a more elegant presentation in year two, which was rolled out over all collateral.
Route finding was achieved through the design of an "Explorer's Map" distributed the night of the event.
All content was also repurposed on a mobile-responsive website to allow participants to dive deeper.
All content was also repurposed on a mobile-responsive website to allow participants to dive deeper.
This is the sponsorship brochure for year three (2015). It incorporates large imagery of actual festival content
from previous years and includes key testimonials that convey the benefits of the festival to potential sponsors.
from previous years and includes key testimonials that convey the benefits of the festival to potential sponsors.
A key factor in the success of any festival is the support it provides to it's partners, including content-providers and volunteers.
This collateral supported ongoing events that kept the festival top-of-mind throughout the year, and extended the benefits of participation.
This collateral supported ongoing events that kept the festival top-of-mind throughout the year, and extended the benefits of participation.
