rochester, new york is the home of festivals: jazz, lilac, ribs. you name it, we fete it. but my hometown had never seen a festival like fringe. designer anne esse and i created a brand and promotional campaign that celebrated the fringe’s renegade spirit as it enlightened our community about the eclectic spectacle that is fringe. the launch included brand identity development, posters, ads, t-shirts, online creative, social media and other elements. the inaugural fringe was a huge success—attendance was more than double the number expected and this year’s fringe has expanded from five to 10 days.