2025 Edina Fall Into the Arts
Event Marketing Campaign
Getting to work on the 20th anniversary of this event was one of the most exciting projects I’ve taken on in my career so far. Having the creative freedom to follow my instincts and shape the look and feel of such a meaningful community celebration was both challenging and rewarding.
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This event has always held a special place in our community, which made it such an honor to redesign the logo for its 20th anniversary. A refreshed look quickly expanded into a full campaign — complete with signage, ads in local magazines and the Star Tribune, and a new website that brought this year’s show to life.
Below, you’ll find highlights from the campaign that reflect both the tradition and the excitement of this milestone year!
The Logo Transformation
I redesigned the Edina Fall into the Arts Festival logo with the goal of keeping the original vibrant colors, but giving them a more consistent and polished flow. I wanted the new version to feel more modern and balanced, so I used a clean radial layout that brings all the elements together in a cohesive way. I also updated the typography to something more refined and timeless, while keeping the overall spirit of the original. The 20th Anniversary version was a fun way to mark the milestone without changing the core design too much.
The Website
This year, I fully designed and developed a new website for the Edina Fall into the Arts Festival. With no dedicated budget and a tight timeline, I made the strategic decision to build the site using Google Sites—allowing for a clean, functional, and easy-to-maintain platform without sacrificing design quality. I focused on creating a user-friendly layout that clearly communicated key event details while reflecting the updated visual identity. The result was a polished, accessible site that met both our practical needs and aesthetic goals. Please click the image above to check it out!
Ads
Print + Signage Ads
Star Tribune Spadea
Putting together all of the creative ads for the Festival was one of the most meaningful aspects of this project for me. It gave me the opportunity to visually connect the updated branding with the event’s messaging, and to bring its personality to life in print. A new and exciting challenge this year was designing the entire Star Tribune Spadea—something I had never done before. While it felt intimidating at first, seeing it come to life and knowing it would reach such a wide audience made the experience incredibly rewarding and pushed me to grow both creatively and professionally.
Articles
Explore Edina Blog
Edina Chamber Press Release
Writing the Explore Edina blog and the Chamber’s official press release was another rewarding part of this year’s project. The blog was especially fun to create—it gave me the chance to highlight some of our incredible featured artists and celebrate the 2024 Best of Category award recipients in a more personal, engaging way. I also wrote the Chamber's press release, which was a meaningful opportunity to share the festival’s story and impact directly with the community. Both pieces allowed me to combine creative storytelling with clear, intentional messaging to help build excitement around the event.