There is a subtle yet significant change to the branding platform of the Edmonton Street Performers Festival (StreetFest) as it prepares to celebrate its 30th anniversary July 4-13, and it all has to do with a smiling logo created by Twist Marketing.
“At the core of every successful brand is an inspiring moment of truth – the WHY! 30 years ago, the founders of the Edmonton Street Performers Festival wanted to make Edmontonians SMILE,”says Sherry Baumgardner, Senior Marketing Consultant at Twist Marketing.
“The idea of creating smiles is even more relevant today! The fresh new branding that we created with an internationally recognizable happy face captivates the essence of the festival as it continues building for the future.”
“Here at StreetFest we take the business of ‘happiness’ - aka ‘smiling’ - as serious business. As we celebrate our 30th anniversary throughout 2014, we’ve set a goal to make Edmonton one of the happiest places on earth. We want all Edmontonians to share a smile at every turn. Our new logo characterizes the essence of our Festival today and tomorrow,” says Festival Board President Sue Broderick.
After receiving the branding assignment, Twist Marketing conducted a marketing audit where it uncovered the historical relevance of the smile. The agency then researched the associated medical benefits of “smiling” and built a branding platform that can be leveraged to increase visitors, bridge the brand platform to sponsorship opportunities, and extend the new logo (a derivative of the smiley face) and brand attributes into employee engagement programs for large downtown businesses in Edmonton.
The Edmonton International Street Performers Festival has been putting a smile on the face of Edmonton for 30 years. The 2014 Edition of StreetFest takes place in Sir Winston Churchill Square, July 4 – 13, 2014.
About Twist Marketing
Twist Marketing, a leader in branding, engagement and communications, has been serving North American clients for more than 10 years. Organizations trust Twist Marketing to deliver business results, not just business exposure. They do this by challenging convention and providing a unique combination of strategic insight, creative ideas and innovative solutions that work. www.twistmarketing.com