The Fringe

an 11 day theatre festival

Visual assets to promote the Festival and the Fringe’s other initiatives. I designed graphics for social media, layed out posters, pamphlets and booklets for print, including the festival’s program guide, and imagined 'micro identities' for contained events and initiatives, both during and outside of the 11-day Festival main event.

the MEC fit assistant on a variety of different platforms including desktop comupter, laptop, and mobile

Role

Graphic design, illustration

Duration

8 months

Team

Fringe Festival Staff

The Fringe Brand

The Vancouver Fringe is the largest theatre festival in British Columbia. They break down traditional boundaries and encourage open dialogue between audiences and artists by presenting live un-juried, uncensored theatre in an accessible and informal environment. This year aimed to specifically highlight the unique sense of community fostered during the Festival. The Fringe attracts a wide range of people who attend as both artists and patrons, and we wanted to celebrate the blurring of social boundaries that might otherwise separate such a diverse group of people.

mec brand postiion graphic showing MEC's shift from a specialized retailer for extreme sports to become a more mass market retailer that spans both extreme and lifestyle sports

Yearly Theme: Celebrate different

The Fringe marketing team, St. Bernadine's Communications, and myself worked together to visualize the Fringe's 2015 theme, "Celebrate Different". We brainstormed different archetypal opposites that we could use to show the lifting of social barriers and a disregard for “normal relationships”. We decided on the sheep and wolf out of 3 final concepts, as it was light-hearted and a bit cheeky, with the least potential to offend. I worked with the theme to create visual assets to be used in a variety of places throughout the festival's print and online marketing materials.

mec brand postiion graphic showing MEC's shift from a specialized retailer for extreme sports to become a more mass market retailer that spans both extreme and lifestyle sports mec brand postiion graphic showing MEC's shift from a specialized retailer for extreme sports to become a more mass market retailer that spans both extreme and lifestyle sports mec brand postiion graphic showing MEC's shift from a specialized retailer for extreme sports to become a more mass market retailer that spans both extreme and lifestyle sports mec brand postiion graphic showing MEC's shift from a specialized retailer for extreme sports to become a more mass market retailer that spans both extreme and lifestyle sports mec brand postiion graphic showing MEC's shift from a specialized retailer for extreme sports to become a more mass market retailer that spans both extreme and lifestyle sports

Fringe Program Guide

The 64-page program is the definitive guide to the entire 11 day festival. It has all the information needed to plan out your entire festival-going experience, and is a vital tool for patrons both before and during the Festival. It contains information about all the events and initiatives of the Fringe, as well as links to online resources. In addition to designing the guide for the 2015 Festival after the Festival ended I was tasked with drafting a proposed redesign for next year's guide, and I decided it would be fun to approach the design of the printed guide from a UX perspective.

mec brand postiion graphic showing MEC's shift from a specialized retailer for extreme sports to become a more mass market retailer that spans both extreme and lifestyle sports

Improvements

  • Add Show Length to Master Schedule to streamline schedule planning for patrons and minimize flipping between schedule and show pages
  • Add overall map of Vancouver to Maps page to add context
  • Replaced use of illustrations with images to give a better idea of what the festival is like, create chances for returning patrons to see themselves, and opening up more chances to feature sponsors

Reflection

Working with a small non-profit like the Fringe was a great experience in problem solving, thinking on my feet, and having to wear muliple different hats. I had to work with real world constraints, like cost concerns, and fulfilling requirements for Festival sponsors. The Fringe was a fantastic example of what a small organization can accomplish if it's focused on the needs of its community (it's artists, volunteers, and patrons), working to continually improve based on the needs of the different people and groups involved.

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