Fresh Fest is an annual festival held by the University of Lethbridge to welcome new and returning students to classes. I became the marketing coordinator for the 2014 festival, which would late become the most successful Fresh Fest of all time.
I tasked myself with rebranding the Fresh Fest experience. For years, the event had been running without any conclusive brand, changing everything from its colour and fonts, right down to the logo, year after year. My goal was to give the festival a facelift, while inspiring a fun attitude that still presented itself as a professionally organized event. Using these goals, I developed a logo using the lemon theme, paired it with a citrus-esque colour palette and a modern slab serif font before launching the “Freshin’ Up Fresh Fest” marketing campaign.
This revamp of appearance did more than help the festival gain more sponsors than ever before, it allowed us to produce the best, and biggest Jamboree concert the University has ever hosted.
The Official Fresh Fest 2014 Highlight Reel - Special Thanks to Pacific Frost Media for this video.
The Fresh Fest 2014 Promotional booklet provided sponsors with detailed information about the event, and how their donations would be used.
All new jamboree tickets proved to be useful as a keepsake as well as an entry pass.
The map cards were a new addition in 2014, and were used as an activity calendar as well as a campus guide to the locations of each event.