Hijinks rebrands the 2024 Pride PEI Festival, incorporating the typeface Pasta and Wine
Written by Ashe Green RGD, Hijinks Branding + Design Agency Inc.
Context
The Pride PEI is an organization near and dear to our hearts. Pride PEI has evolved from a political march for equal rights to a celebration of the Island’s 2SLGBTQIA+ community. While the need is still there to stay true to its roots, the shift to joyfully being unapologetically ourselves is resounding. And the outcome is LOUD — with music and laughter, there’s no mistaking the impact of Pride PEI’s vibrant and colourful events.
When working with Pride PEI, our intention has always been to set the organization up with the tools and assets they need to continue to make an impact for many years to come. We achieved this by thoughtfully crafting brand kits, websites and design assets that will grow with the organization and be easily adopted as Board Members and festival themes change.
Methodology
This was Pride PEI’s 30th year, and the festival's theme was a nod to their first Pride Parade, which was a protest on the Island. We were looking for a font that was handwritten. We wanted it to be versatile enough to be used to resemble vintage protest signs but also friendly enough to be used sparingly moving forward on invitations, posters, social media, etc. For these reasons, we selected the font Pasta and Wine by Nicky Laatz for our 2024 Pride PEI Rebrand. Pasta and Wine struck a nice balance for us as the lowercase wasn’t cursive and the uppercase wasn’t too aggressive. (We always aim for longevity in everything we do!) We used the typeface for apparel and signage but sparingly for emphasis/interest, and to tie the brand together for associated products and events.
“Sometimes things take on a life of their own! In a time when Canva is a great low-cost option for organizations to complete some of their own design needs with minimal learning curves, it's interesting to see how they opt to apply their brand guidelines. We're always looking for ways to be more involved in shaping outcomes after our brand has launched and is being adapted to new uses so we do our best, through our guidelines, to very clearly define how type, colour, etc, are intended to be used.”
Ashe Green RGD
Results
Surprisingly, the client LOVES to use the typeface regularly! It's intention had been that it be used minimally as a display or accent typeface, but we love how its grassroots, informal appeal has been so appreciated by the client and how it speaks to the target audience. It's helping foster community and that's the most important outcome.
Ashe Green RGD
Hijinks Branding + Design Agency Inc.
For 13+ years my aesthetic has resonated with a wide range of clients, from local pillars like the City of Charlottetown, Music PEI, Volume 18, and Pride PEI, to thriving small and medium-sized businesses across Prince Edward Island. My influence extends far beyond the island, with collaborations with national brands like Shoppers Drug Mart and Purolator.
