Strathearn ArtWalk Re-Brand
Project Overview
Strathearn Art Walk is a free, family-friendly art market and music festival in Edmonton, Alberta. Each year, the Strathearn Art Walk welcomes 30,000 attendees and hosts close to 600 artists and performers each year to celebrate the arts and bring people together. In 2023, I reimagined the visual identity of Strathearn Art Walk after identifying gaps in their existing branding. A comprehensive rebrand took place, resulting in a redesigned logo, refined brand positioning, a modern website, and social media graphics for 2023.
Role
Graphic Design Lead
Project Date
January – May 2023
Client
Strathearn Art Walk
Involved
Rebranding
Merchandise Design
Web Design
Project Details
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My goal was to create an engaging experience that reflects the festival's lively community and artistic variety. We aimed to improve brand awareness and audience engagement by developing a unique visual identity for the Strathearn Art Walk and Music Festival. This involved consistent branding across digital and physical platforms, including social media, website design, merchandise, and packaging, to attract a wider audience and encourage artist involvement. The project also sought to enhance the festival's online presence with an easy-to-use website that could increase attendance and improve messaging to artists and Edmonton's creative community.
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The solution was a comprehensive rebrand featuring a fresh visual identity, versatile logos, and refined brand positioning, developed with local writer Shannon Brown. A new website enhanced user experience, while dynamic social media content, created with peer Leah Murray, boosted engagement. New merchandise and packaging designs ensured a cohesive look across all touchpoints, effectively capturing the festival's spirit and fostering stronger community connections. The redesign was presented to internal stakeholders for feedback, aligning with their vision for the festival.
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Define project goals and target audiences
Connect with the Strathearn Art Walk Society to discover their vision, listen to their stories, and foster ideas
Conduct a local competitor analysis
Design a modern identity system, style guide and apply it to all physical and digital outputs of the festival
Develop a festival map for 2023
Conduct user testing and stakeholder interviews for improvements
Initial project research and inspiration
Branding prior to 2023
Moodboard and Inspiration
Design Exploration
Brand guidelines
Web Redesign
Web Architecture - with new pages highlighted.
Project Reflection
Rebranding the Strathearn Art Walk and Music Festival has reinvigorated its identity, emphasizing the vibrant spirit of the festival and the rich diversity of Edmonton's artistic community. The collaboration with the Strathearn Art Walk Society, Board Members, and my collaborator, Leah Murray, who were pivotal in shaping this project. Their support and trust allowed me to develop a brand experience that aligns with their core values of opportunity, sustainability, and community. This new visual identity not reflects the Edmonton artist community but also the aspirations of all stakeholders involved, ensuring a lasting impact for years to come.
