Northern Lights Festival Boréal organizers were looking for a more youthful and vibrant brand to represent the evolution of the festival and came to us to help make it happen. We began with a research phase to determine the future goals of the organizing committee and began our creative exploration for the brand. For the 2016 edition, the bear was chosen as the central image for the brand because of its symbolism of happiness and fun. NLFB permeates energy in Northern Ontario’s artistic community, and the iconic image of the bear evokes the youthfulness and vibrancy of the festival.
The challenge was to target a new demographic while remaining faithful to the brand image that core audiences knew and loved. Our team was able to create a brand that appealed to both. We produced digital billboards, imprints, web banners, apparel, artist lanyards, signage and more to captivate attention and promote excitement for the festival’s 45th and 46th editions.