Water/Fall Festival: A visual Identity for an autumn festival on Toronto's waterfront

The Toronto Waterfront BIA approached Acme to design the visual identity and branding for the Water/Fall Festival, a new autumn celebration of creativity, culture, and community on the waterfront. Acme produced a wide variety of print and digital materials for the inaugural season of the festival, including a suite of canva templates, street banner signage, and digital signage for multiple sites.

Drawing inspiration from the meeting of “Water” and “Fall” in the festival name the visual identity invokes both the horizon viewed from the waterfront (the meeting of lake and sky) and the shoreline (where the city meets the shore). The Water/Fall Festival is the place where the Season Meets the Shore.

Building on the “Where the Season Meets the Shore” motif, an “X meets Y” formula for promotional copy was developed, with values for x and y that hint at the different kinds of programming in the festival: art, music, makers fairs, night markets and more.