Project Introduction
Brookville Canoe Fest has been around for over 50 years, happening the last weekend in June. With over 2,500 participants and visitors from Brookville, Southeast Indiana, Northern Kentucky, and Greater Cincinnati. Activities include three kinds of canoe races, a 5K color run, hot wing contests, music, food, and fireworks.
The Problem: Canoe Fest is lacking an overall cohesive brand across all elements and platforms.
The Solution: My goal for this project was to make the brand feel like one. I started with a redesign of the logo and website then moved to an awareness campaign with social and other supporting elements.
The Logo
My inspiration came from badges or patches you might get from national parks or Boy Scouts. I used a muted color palette, fun textured font, and simple illustrations.
The Website
I wanted to bring new life to the website with a focus on signing up for the canoe races and giving access to all the other smaller events that happen throughout the weekend. Going to the website will be the main call to action on the other campaign elements.
Awareness Campaign
The one thing that seemed to be lacking from this festival was any kind of marketing. When looking at their social media, I noticed they posted very little, and there was no cohesion. They commonly post about their sponsors and during the weekend while events are taking place, but nothing drives sign-up or participation in events prior to them happening. “SEE YOU DOWNRIVER” will be the first-year kickoff of driving awareness to the weekend itself as well as trying to get more participation in events like the canoe races. I wanted something short, sweet, and memorable that could spread across all elements with ease. Each year after will have a different tagline and theme. All supporting elements like social posts and promo posters will call for people to go to the website for any and all information they need from registration to the weekend’s schedule.
