I was honoured to be invited back for a third consecutive year to design the Fringe print campaign, this time bringing their ‘Make It Yours’ concept to life.

The project kicked off with deep-dive moodboards exploring a Fringe attendee’s world, drawing from eclectic inspirations—from true-crime evidence walls to retail flatlays. My initial creative direction focused on a highly tactile, handmade aesthetic, rich with layered paint, hand-drawn textures, and raw cut-outs.

As the collaboration progressed, the brief evolved toward a more literal, structured design system to ensure maximum clarity and instant recognition across the city. While my personal creative highlight was the experimental grit of the early concepts, the final direction successfully delivered a polished, highly accessible campaign that worked across multiple platforms.