Shady Grove Bluegrass Music Festival showcases the talent, movement and fun flavours of this up-tempo style of music. Featuring live music, group jam sessions, vendors, camping and a communal atmosphere, the festival is an important cultural event held in Sundre, Alberta, for people of all ages and skill levels.

We were briefed to create an engaging brand and campaign for the festival, intended to make the audience feel curious and excited about bluegrass music. The variety of ad platforms we designed for allowed the organizers to advertise the festival to a wide array of people.

We delivered a product featuring bright yellow, an eye-catching colour that is associated with creativity, and incorporated geometric forms in a simple, animated line style. The copy is succinct and incorporates the University of Calgary’s brand capital.