Designing an elevated festival brand and website to accelerate regional growth.
Digital Style Guide
The CURE team provided full branding services, collateral design, advertising, and website development services for this Baltimore based community non-profit. BOPA is focused on bringing the city together through the arts and is responsible for Baltimore’s largest festivals, farmer’s markets, art grants, and public art.
In 2019, working closely with BOPA we created a new combined festival (Nov. 1-10) which received over 300,000 attendees. This event fused the 25-year-running Baltimore Book Festival, and the wildly popular Light City Festival. We implemented the brand across social media, print collateral, a video reel, and website.
The advertising campaign was completed in conjunction with Visit Baltimore and their various partner agencies. Buys and reach include a :15 second cinema buy in major Baltimore theaters, digital billboards on prominent highways including I-95, social media targeting millennials and families living in the Baltimore metro, surrounding counties, as well as DC & Philly DMAs, and full page print ads in Washingtonian Magazine and Philadelphia Magazine.
Post establishing a look across print and social media, we built upon our aesthetic guidelines and extended the Brilliant Baltimore brand across the design of a new website.
We combined two previous festival websites under the new brand umbrella, taking into account previous site engagement by page. As a result of our data driven design approach, the combined festival websites garnered a higher traffic volume than the previously separate festival websites as well as an increase in the total number of high ranking keywords.