The Muskegon-based, Michigan Irish Music Festival began as a small, niche, grassroots community effort that attracted under 5,000 attendees annually in its first five years. Today, Irish Fest has grown to five stages and 20,000+ raving fans for the weekend.
MIMF branding needed a fresh look as the festival celebrated its 15th year. A more contemporary font and simple adjustments made the new logo reflect the attitude and charisma of a successful annual event. The logo is versatile, and the palette includes the colors of the Irish Flag to tie in the mission and cultural roots.
What changed and created managed growth? A strategic plan and an increase in marketing and media dollars to spread the message: You don’t have to be Irish to love this fest!
FineLine infused their mission and goals to develop a media plan and annual budget. Design templates were also created for an all-volunteer board to use for various areas such as sponsorship, volunteer events, signage, ticketing and promotional materials. And, a commitment to fresh ideas keeps the festival and its marketing top-of-mind in our community.