Tulipfest

Saunders Farm wanted to launch a brand new, first year spring festival celebrating the historic floral connection between the Netherlands and Canada. They had to build everything completely from scratch with no existing layout or visitor experience to guide them. The big hurdle was creating a culturally rooted, standout identity for the festival that looked cohesive with the main farm brand, while making sure the massive outdoor space was optimized to handle heavy visitor traffic and drive retail sales.

We created a whimsical brand identity heavily inspired by Dutch folk art, using playful illustrations and clean graphics that felt right at home on the farm. To keep visitors from getting lost, we built out a full system of signage, physical wayfinding, and clear ticketing touchpoints assets for their kiosk system. Finally, we designed interactive, highly shareable photo backdrops and retail setups across the grounds to naturally get people talking about the event and buying merchandise.