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 Showbox 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.