This hypothetical rebranding, celebrates the existing Salsa On St-Clair festival by creating a new visual identity spread across three different types of mediums. Emphasizing the fun, colourful, and exotic indulgences that the festival offers, while utilizing a more interesting and lively visual message that promotes the salsa festivities that all communities and cultures should take part in.
Street Festival Branding
Website
Department
Design
Program
Design (BDes)
Graduate Year
2026
Specialities
Editorial Design / Information Design / Package Design / UX/UI Design
Mockup
Background: The Salsa On St-Clair festival offers Canada's largest Latino themed cultural celebration, as over the course of three days, over fifteen latin countries and two million attendees come together for a series of sporadic city wide events and organizations that are curated to celebrate the Latino culture through all its diverse music, dance, art and authentic cuisine, while attendees take part in all of the festivities; including free dance programs, interactive art exhibitions, field games and much more!
Demographic: Finding the percentage of attendees coming from non-latino cultures, the percentage of largest age brackets and how long they stay, and even what kind of festivities they participate the most in, lead to the conclusion that the festival normally brings in people from deep in the city, most of whom are of the age where activities like dancing, concerts and exotic cuisine is most appealing, and potentially completely brand new with majority of attendees being outside of Latin descent. This meant the rebrand needed to head into a much more youthful, lively, and colourful approach, in order to properly represent the festival.
