The Edmonton Summer Festival: Design and Branding

I was absolutely thrilled to have been asked to design the Edmonton Festival promotional material for this festival. I went last year and absolutely loved every minute of it so to be an integral part of it this year was going to be amazing.

So what was the brief?

To engage with the local community in celebrating Edmonton’s diversity and heritage.

The festival was aimed at everyone. And I really mean everyone. Spanning over three days the poster had to portray music, theatre, sport, crafts, family activities and a whole host of other things. The festival would have two performance stages which would mainly focus on music and dance.

Two things were clear in my mind.
1. Illustration was the way to go.
2. I wanted to use a limited colour palette to aid in brand recognition.

Initial first design

I wanted to make the design specific to the park that the festival would be held in. Even though I’m fairly familiar with Pymmes Park, I still took time out to look around and take a few snapshots for inspiration. I knew instantly that I wanted to include the bridge and the water as it’s such a dominant feature and is home to many birds (of the swimming kind).

So, here’s the first design of the poster that I presented to my client. A clean classic sans serif font as the main headline was used. It’s unfussy and easily read from a distance. Some people think that Helvetica Neue is boring. But I love it. It’s timeless.

Dominant illustrations of a singer and a dancer are the main focus. The treble clef is large and the white background music lines would hold the typography describing the extra events that would be held over the weekend. Colours used are vibrant and complimentary. Yellow, red, dark blue and black with a little bit of orange thrown in for good measure. All the illustrations were drawn bespoke for this project. No stock images were used.

ESF first design

Alternative design

The alternative design (although not completed) featured curtains to illustrate the theatrical and performance element of the festival.

ESF alternative design


Additional illustrations

For the final design it was decided to do away with the typographical descriptive words and instead add extra illustrations to give the poster more visual interest.



Final design

Et voila. Here’s the final design.

Edmonton Summer Festival poster design

Edmonton Summer Festival final poster design

Promotional flyers

Promotional flyers

Adverts in the local newspaper

Adverts in the local newspaper


Around the borough of Enfield

I saw my design in loads of places over the borough. In the local paper, on numerous banners attached to railings, on noticeboards in different establishments, on the back of a toilet door (yes, you read that right) and all over social media. I think you can safely say that it was promoted well. My favourite media has to be the HUGE poster displayed on the windows of the Dugdale centre. It looked amazing.

Enfield Festivals and Events said:

We loved your design Kareen, and the fact that so many people came this year is testimony to its success. Thank you very much indeed.

Dugdale centre poster edmonton

Edmonton Summer Festival poster at the Dugdale Centre

Banner at Pymmes Park

Banner at Pymmes Park

Official Photographer

As well as being asked to do the design and branding for the festival, I was also asked to be the official photographer. Whoop, whoop. Check out the follow up blog featuring photos of the artists.

There’s still a few more festivals coming up this year which you won’t want to miss. To keep abreast of what’s coming up, visit