Reprising my role as Marketing Coordinator for Fresh Fest 2015, I made it a goal to make this festival even better than the earlier record breaking 2014 event. The complete rebrand from Fresh Fest 2014, and its corresponding theme, 'Freshen Up', was a huge success. As a result, I was faced with a new problem; how do I make this year stand out from the last, successfully? How will I make it bigger?
The inclusion of elements from the previous year was vital to the continuing success of Fresh Fest. Bringing back the lemon logo, and the bright yellow colour, made the event easily distinguishable as a returning occasion, one that had already made a name for itself. I wanted the Too Fresh campaign to stand above the previous, successful, rebrand and this ultimately resulted in the inclusion of pink in the colour palette and a grunge inspired font.
Often avoided because it is thought to isolate a single gender, pink was not common for an event on campus that aimed to include everyone. I wanted to incorporate a style that was bold, energetic, and free flowing, similar to indie and surfer cultures.
The Too Fresh campaign had a heavy emphasis on social media marketing. Using its design elements effectively contributed greatly to the three main marketing ventures. Beginning with the lemon face art installation, people were photographed just after eating a lemon, and displayed at the University of Lethbridge's Student Union office. The funny shots kicked off a large conversation about the event. Secondary to the Lemon Faces was the pop up photo frame events. Getting pictured in the frame allowed people to show their excitement, as well as be entered in a draw for prizes. Finally, the timed artist release, continued from the previous year, was a huge hit. Keeping posts coming out every day with new information about the Jamboree encouraged people to check the social media pages consistently.
The Official Fresh Fest 2015 Highlight Reel - Special Thanks Alisdair Frost and Emerson Scott for this video.