Challenge
As the longest tradition on campus, the festival was a celebration of not only international cultures, but also of the students, staff, faculty and communities within the Charlotte area. With such a diverse attendance, it was important that the marketing promote the festival to be equally diverse in both platform and message.
The initial phase of the project began by meeting with the Office of International Programs and discussing the successes of the previous events and opportunities to build upon them. As a collaborative team, we determined the goals of the 39th festival. Based on this information, Contrast Creative developed a logo mark that reflected the goals and messages the festival embodied as well as supported the University brand as a whole.
Contrast Creative started the second phase with the development of a promotional poster. The poster expanded upon the brand’s direction and messaging. The approved design served as a framework for visual direction for the remaining print pieces, which included print ads, t-shirts, table tents and vinyl banners.
Results
Overall, the collaborative process was a success and the promotional pieces were all approved and delivered on time and on budget. Contrast Creative also provided the UNC Charlotte team with development files that would allow them to create additional festival elements as needed.