Memorial Art Gallery is the site of one of Rochester’s longest running summer festivals. Hundreds of artists and vendors populate the grounds of MAG and sell their various wares. In 2025, the museum wanted to bring a fresh brand and energy to the festival. I developed a brand system that carried through to all signage and print materials. I also managed the line up of music and handled running the entertainment for the two day festival.

My intention with the design was to think big and bold - we expanded every aspect of the festival in 2025. For the design, I drew from the archives for still imagery, and balanced this with colorful and energetic design elements. The clothespin motif can look tired, so I tried to use it as a more textural element in the design.