After nearly a decade on campus, UCalgaryStrong Festival required a refreshed identity to better reflect its vibrant, community-driven spirit and increase student awareness.

Inspired by the energy and movement of a music festival, the visual system transformed geometric brand shapes into tent-like motifs layered with confetti and flag elements to create a stronger sense of excitement, connection and campus presence. Applied across posters, signage and digital channels, the campaign helped unify the festival experience across multiple touchpoints.

The refreshed design contributed to over 12,000 visits across five event locations, the highest traffic in the festival’s 10-year history, significantly increasing campus visibility and student engagement.