GOCF already had the killer lineups, unforgettable experiences, and a massive community. Our job was to give that a clearer, more consistent, and recognizable identity.

Inspired by an era when Canadian design led the world, and outdoor gear brought joy and colour into the wild: canvas tents, jackets, and enamel mugs. Bold typography of vintage screen-printed event posters that can be seen at a distance. It's nostalgic without feeling retro, anchored by a new mark featuring subtle mic notches forming "E"s for the festival's Edmonton roots. The voice is warm, witty, and humble, never competing with the comedians, just setting the stage.