As the first in-house Director of Marketing for the Orlando International Fringe Theatre Festival, a non-profit organization in Orlando, Florida, Brian provided year-round, full-service marketing support as the organization celebrated it’s 30th anniversary, and navigated the global pandemic.
His roles included: branding and overall identity development; all traditional and digital advertising (print, digital, video); social media profile development, content creation and engagement; public relations and outreach; website design & maintenance; year-round event promotion and collateral creation, internal collateral creation for fundraising, memberships & education, copywriting and newsletter creation; video production for digital advertising; artist support; and event and festival atmosphere.
He also designed the current ‘Fringezilla’ character mascot.
In 2019, Brian led the social media marketing team to 10 million impressions over the 14 day festival.
Mel provided additional design support for Website Design & Graphics, developed and created the Festival Environmental Design & Wayfinding, created the Event designs for the Annual ‘Fab Fringe’ fundraisers, and developed and created the e-commerce Merchandise program.
Being the oldest running Fringe festival in the United States, our overriding goal was to honor it’s long history and unique personality, while giving it a fresh feeling as it headed into it’s future growth.
Starting with the already existing logo treatment by Lure Design, and using the vast graphic history of the festival, the color palette was broadened to encompass the wide breadth of services and programs within the larger organization, and to be easily readable across multiple digital platforms. Each festival year had new graphics and the overall branding needed to be broad and colorful enough to create consistency year to year. Additionally, we wanted graphics and collateral that gave the same vibes you felt as you experienced the annual Fringe Festival.
With an emphasis on creating a fun, colorful and artistic environment for the main Festival, and to help new and old patrons around the large festival grounds, a wider wayfinding program was developed, along with multiple IRL photo spots to for social media and to add a fun and artistic element to the environment.
Every touchpoint, whether digital or physical, reinforced the Fringe brand, providing a fun, colorful & thought-provoking respite from everyday life, while supporting the performing and visual arts.
