Fringe Festival KC rebrand

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“the crowd gathers in the dark. you can’t see in the dark well, but there are individuals of all ages, races, genders, ethnicities, career fields, backgrounds. they are all bumping into other one another as they find their seats. they seat themselves, hoping to be shown something new. they hope for something to inspire, rebuild + reactivate them. anxiously they squirm in their seat as the lights go on + the show begins.”


Rebranded identity by A.De Sando Created during the 2013 Fall Semester KCAI Graphic Design Course Design Systems Professors Paul O. Diamond + Craig Neuman


bringing expressive freedom to the community.

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what the


fringe festival history kansas city fringe festival target audience attributes

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the very first fringe festival was in edinburgh, scotland in 1947. it was first created because 8 groups of performers were not invited to perform in the larger art festival. those 8 groups created temporary performance grounds outside of the larger festival, on the fringe. since that day, the fringe festival has continued to grow. in 2012, there was a recorded 2,695 different shows, staging 42,096 performances in 279 venues, by 22,457 performers. fringe festivals across the world focus on uncensored artistic expression, accessibility and community development.


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the kansas city fringe festival is more than just a festival for performance art + creative expression; we are an ever-growing creative family. our family was first started by kansas born, advocate for the emerging arts, cheryl kimmi. she grew up artistically inclined, as the daughter of a musician and movie theater owning parents. lacking the type of emerging artist showcase cheryl was looking for, she took it into her own hands to actively work towards establishing such a community. and by 2004, cheryl assumed the executive coordinator position of the newly founded kansas city fringe festival. by 2005, she became the executive director and continued to realize her dream of building a showcase for emerging artists. we have continued to fulfill kansas city’s need to: explore edgy art, experience new art genres that they’ve never known before, allowed artists to explore their art, as well as present live production at an affordable cost. the kansas city fringe festival will continue to be a place where people can take chances, not only as an artist, but also as an audience member as long as you need us to help bring expressive freedom to the community.


hello

and welcome to Kansas City

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our main demographic can be split into four general areas: the student, professional artist, the lover, the supporter


target audience

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keniel. dedicated art student. his current life goal is to show the world something it has never seen before.


rachel. librarian by day, mother by night. she isn’t an artist but encourages her children to embrace it + express themselves.


mike. professional artist. he is really outgoing and willing to talk about any + everything art, culture or history related.


cindy + bob. white collar workers + artists. they each graciously donate money yearly to help new artists find their creative voice.


defining attributes. the defining characteristics of us + our events: inclusive, diverse, extraordinary, engaging


attributes

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inclusive broad, open to everyone + everything


diverse

variety of distinct elements + acts

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extraordinary going beyond what is fathomable, becoming awe-inspiring


engaging

charming, attractive + holds interest

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“—as audience members slowly open their eyes, they cannot comprehend what is before them. they lack the words to bring together the bright visuals, bold performers and the plethora of other creative types that are around them. the audience is entranced + all they can think is that this is wilder than any event they have been to before. this is so out there entertainment for me, but I love it—this is the Fringe Festival Kansas City.”


reopening our eyes

the rebrand + new visual aesthetic of the Fringe Festival Kansas City

logo 28 color pallete 30 typography 31

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wilder than your family’s parties.

main logo usage with + without tagline


logo color options

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C62 M0 Y32 K0 R88 G1586 B179 #58bab3

C12 M23 Y100 K0 R226 G186 B0 #e2ba00

C0 M100 Y0 K0 R233 G7 B130 #e90782

C100 M94 Y0 K1 R34 G55 B141 #22378d

primary accent

secondary accent

secondary accent

secondary accent

color palette


din next lt pro-light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz0123456789

champion htf-bantamweight

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz0123456789

subheadlines + brand phrases

main + most used typographic representative of KC Fringe

din next lt pro-regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz0123456789

din next lt pro-italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvqxyz0123456789

body copy

brand phrases for extra emphasis

typography

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“the acts they saw were engaging, extraordinary, inclusive + diverse. they are left full of wonder + inspired to tap back into their creative roots once again. before this newly found ambition runs away, they wanted to capture the new vision that the performers allowed them—they wanted something to remind them of the inspiring events that they witnessed + how it made them feel.”


leaving an impression the new visual aesthetic applied to momentos

business card envelope letterhead performer kit thank you mailer card website vehicle billboards apparel poster series

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business card 3.30” × 2.16” (actual size depicted)


number 10 envelope 4.125” × 9.5” (size depicted is scaled 50%)

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Welcome to the 10th Annual Kansas City Fringe Festival! Thanks to our amazing group of over 200 volunteers we are able to produce the KC Fringe Festival - an eleven day celebration of all things art in Kansas City. The Board of Director and Committee of Operations includes more than 20 volunteers that work year round to make this Festival happen. All of these volunteers I consider family - the Fringe Family. A growing community that comes together to work, support and promote artists of all genres. Here in KC we host one of the most diverse Fringes in existence. We provide space for ANY artist of ANY genre to present their work - as long as we have room for them!! The KC Fringe Festival continues to get bigger and better each year. This year the Festival presents 134 artists/groups performing 363 shows along with the Fruck! (That’s the Fringe Art Truck) We have developed a diverse and huge audience that continues to grow each year. KC Fringe has truly become Kansas City’s Premiere Arts Festival and is a key component of Kansas City’s growing reputation as America’s Creative Crossroads. I trust that most of you know that the Fringe is an unjuried, uncensored arts Festival and therefore unpredictable! We provide artists the freedom to explore and experiment, freedom to develop without predetermined outcomes, freedom to challenge assumptions and freedom to take a creative leap that will shape our world in years to come. We thank our Strategic Partners - Samuel Bennett with the William T Kemper Foundation, Commerce Bank, Trustee, RareWire and VML Inc. whose generous support and creative collaboration has allowed us to present the Festival and all things Fringe in a new way with the IOS and Android app. Myself and our entire Fringe Family invites you to join us in exploring KC Fringe Festival 2014!

It will be wilder than your family’s parties,

Brent Kimmi Operations Manager

po box 415001 kcmo, 64141 | info@kcfringe.org

letterhead front 8.5” × 11” (size depicted is scaled 70%)


letterhead back 8.5” × 11” (size depicted is scaled 70%)

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festival performer kit badge, notebook, pen


P.O. Box 415001 Kansas City, MO 64141

Griffen Alexander 4104 Warwick Blvd. Apt. #108 Kansas City, MO 64111

THANK YOU for making KC Fringe 2014 such a successful + wild event this year. It is because of artists and individuals such as yourself that we have been able to grow + create a larger impact on the Kansas City area. Thank you very much for sharing your talents with others + helping us realize our dream of bringing people together through art + fun.

thank you card mailer 6” × 4” (size depicted is scaled 75%)

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desktop media promotion


mobile media promotion

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vehicle promotion


KC’S FESTIVAL FOR PERFORMANCE ART AND CREATIVE EXPRESSION

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������ KC’S FESTIVAL FOR PERFORMANCE ART AND CREATIVE EXPRESSION

KCFRINGE.ORG

billboard promotion

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WILDER THAN YOUR FAMILY’S PARTIES.

apparel v-neck t-shirt


apparel v-neck t-shirt

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WILDER THAN YOUR FAMILY’S PARTIES.

WILDER THAN YOUR FAMILY’S PARTIES.

apparel woman’s cut t-shirt


apparel woman’s cut t-shirt

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promotional poster series 24” × 36”


promotional poster series 24” × 36”

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promotional poster series 24” × 36”


promotional poster series 24” × 36”

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promotional poster series 24" Ă— 36"


promotional poster series 24” × 36”

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promotional poster series 24” × 36”


promotional poster series 24” × 36”

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promotional poster series 24” × 36”


promotional poster series 24” × 36”

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thank you

humble thoughts to fans, family + supporters

dedication, practice and perseverance mean something indescribable when there are people to share it with. we thank each and every one of you for continuing to be a part of the kansas city fringe festival. although it began with the determination of one, with your help, it will continue to grow. with all of your continued support, we will be able to keep all of these amazing acts available to the evergrowing family. the kc fringe festival will be able to continue connecting, motivating and inspiring the artist in everyone. we can’t wait to see you at one of our next gatherings!


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photographic acknowledgments rudy balasko a.de sando edinburgh festival micah husereaux tim johnson david michael joseph maino

stuart monk keniel odoms jm.strange m.strong todd wade zurijeta

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