Seafair 2022 Campaign

The Seafair Weekend Festival features hydroplane races, a Blue Angels airshow and much more! We used graphics of the hydroplane and the Super Hornet to showcase this Seattle Summer highlight.

branding seattle’s favorite festival for five years

Having long-standing clients is something we pride ourselves on, especially a fun client like Seafair. For over 74 years, Seafair has been the ultimate Seattle Summer event series. The annual non-profit festival spans 10 weeks and reaches over two million people through six signature events and over 30 community events. We enjoy the opportunity to create a new look for Seafair year after year.

Deliverables

Advertisements
Branding
Brochure
Concept Development
Custom Icons, Illustrations & Infographics
Digital Marketing
Posters
Social Media Ads

Branding a festival for multiple marketing platforms with a thoughtful creative strategy.

Seafair posters — Each festival event received distinct poster designs that showcased imagery specific to the occasion and prominently featured the sponsors. The consistent placement of the event dates, locations, sponsor information, and graphics ensured that the posters were instantly recognizable as part of the Seafair brand's signature events series.

Even fun projects are not without challenges.

Although we have the experience of working with Seafair for five years, each year brings the challenge of giving the event series its own look. The signature events need to not only look different from past years, but also as their own unique events. The brand colors are are carefully chosen so they can look like their own event, while also looking good as a collection of events together. Readability is largely important to ensure the event name is readable with the incorporation of recognizable graphics related to the event. We also consider the consistent placement of the event dates and locations, while still making sure to showcase the sponsors. Hierarchy plays a big part in the success of the readability of the event information, proper placement of primary and secondary sponsor logos, and the Seafair brand.

Triathlon mobile ad — A variety of digital ads were created for each of the 2022 Seafair signature events, placement varying from banner ads, digital marketing efforts, and other advertising outreach.

Seafair Instagram — Social media graphics for the 2022 Seafair signature events were created so they could work both cohesively together, while also functioning independent of each other.

Creating a unified campaign with uniquely branded events.

Seafair is a collection of events, all leading up to one main event to showcase Summer. Each event has a different appeal, often with an entirely different demographic. While the Triathlon appeals to the athletic, the Torchlight Parade offers families a memorable experience. The Summer Fourth celebration is enjoyed by families, groups across generations, and the wider Seattle community. The design of these events needs to not only speak to these various demographics, but work together as a whole. Whether you attend one event or multiple, it’s important the design has a cohesive appearance to communicate being under the larger Seafair umbrella of events.

torchlight parage designs — Each signature event has a unique color scheme to distinguish it from the lineup. The variety of deliverables work together through their common elements and color schemes, while providing different information based on their medium.

Events with multi-generational appeal.

From a nationally-ranked fireworks show to a 8k evening fun-run, to a showcase of the world-famous Blue Angels—Seafair has it all. Having something for everyone means the event promotion has to have a broad appeal. The use of vibrant colors, vivid imagery, and bold typography all help to communicate one thing: fun. The Seafair 2022 campaign aimed to brighten up the typically grey Seattle to highlight every local’s favorite time of year—after all: #SeafairIsSummer!

Jennergy was like finding the perfect date to the hottest event in town when we were looking to update our festival branding. We wanted to look younger, fresher and their team really listened to our vision and direction and gave us great pieces to work from. Jennergy had amazing execution and helped keep us on a strict timeline during a 50+ event season as well as providing great options to help keep us within our budget.

- Patrick Harrison, Seafair

seafair stickers — Graphics for each event used as event graphics, digital ads, television spotlights, and printed stickers. The graphics needed to function as quick identifiers for each event, while also appearing unified when grouped together.

A campaign for digital, print, and the Seattle community.

Having worked to adapt the look and feel of Seafair for several years now, the Jennergy team is familiar with how to translate design for each event across a variety of mediums. Whether appearing in the corner of a television screen, the side of a bus or in your Instagram feed—the graphics keep a consistent look and feel so each event is recognizable wherever it’s seen.

Seafair Weekend Poster — This 2022 Seafair Weekend poster is an example of how multiple partnerships are included in event collateral. As a non-profit, Seafair relies on sponsorships to host the various signature events, so it is important to give each sponsor prominent placement.

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