The Downtown Brampton Business Improvement Area (DBBIA) had a goal to bring the community together and attract a wider audience to explore the downtown Brampton area through their signature summer festival, Party in the Lanes. This festival features an iconic inflatable flower art instillation (the first of its kind in North America) along with live music, street performances, and community activations.
Growth, community, and engagement were key brand values that shaped the visual identity and defined the design approach. The concept driving the visual identity focused on being "live in the lanes," capturing the city’s untapped energy and vibrancy as well as inviting the community on stage—in the lanes.
The Party in the Lanes logo captures the brand’s mission to create a summer festival unique to the city, nodding to Brampton’s reputation as Flower City. Unlike typical summer festivals that focus on sunshine and blue skies, this festival boasts a unique flower focus and a hightened sense of livelines that is accentuated via loosely-drawn linework in both the flower icon and the brand's supporting graphic elements.
The logo is designed to work in different contexts and has been created to convey a modern yet playful feel that matches the city’s energy as well as the festival’s bold yet casual identity.
Bright yellows and reds are paired with warmer and softer tones for a welcoming and engaging palette that remains fresh, modern, and exciting for summer. The typefaces are bold and, at times, playful. Flower illustrations are used throughout the brand to pay tribute to the festival’s theme and the city’s history.
Additional graphic elements and photography treatments emphasize the hand-drawn, dynamic feel of this brand. By highlighting organic shapes, offset linework, and swirling illustrations, a sense of playful liveliness is conveyed across different collateral.
IMPACT & RESULTS
Party in the Lanes content and marketing garnered over 300,000 social media impressions on Instagram alone—and over 500,000 in total. The festival generated an estimated attendance of over 10,000 people throughout the three-day event, and over 3,500 people have checked into the flower art locations.
Party in the Lanes content and marketing garnered over 300,000 social media impressions on Instagram alone—and over 500,000 in total. The festival generated an estimated attendance of over 10,000 people throughout the three-day event, and over 3,500 people have checked into the flower art locations.
The main QR code on various collateral, including flyers/posters and t-shirts, was scanned around 250 times across a wide range of cities. Top cities that generated a high number of scans include Toronto, Brampton, Etobicoke, Hamilton, Markham, Mississauga, Waterloo, and Willowdale—listed respectively.
These results directly align with the DBBIA's objectives of attracting a wider audience and activating the downtown Brampton area. A comparison of the event visuals before and the festival identity after showcases a renewed approach that hinges on the development of a full-scale brand system with flexible applications for different collateral.
These results directly align with the DBBIA's objectives of attracting a wider audience and activating the downtown Brampton area. A comparison of the event visuals before and the festival identity after showcases a renewed approach that hinges on the development of a full-scale brand system with flexible applications for different collateral.
Note: Original photography provided by the Downtown Brampton BIA.
