just / just festival
A renaming and rebranding of a charitable organisation and fringe festival based in Edinburgh.
Formerly â€˜The Festival of Spirituality and Peaceâ€™, a visual agency were approached to produce a complete renaming and rebranding of the organisation, which had grown from a singular seasonal festival.
The name ‘just’ was chosen â€“ robust, but elegant, and hinting at the spiritual, charitable and activist roots of the organisation and its activity. It also allowed us to ‘snap-on’ the various activity strands such ‘conversations’ and ‘performances’, and then create a composite of these for the ‘just festival’ identity.
The rebrand was an instant hit, vastly improving the festivalâ€™s visibility and ticket sales, and giving renewed unified purpose
to the charityâ€™s year-round activity.
Produced in collaboration with Sophie Dyer.