Bastille Day 2024
About
For over 25 years, L’Alliance New York (formerly FIAF) has hosted a street fair on Madison Avenue to celebrate the Fête Nationale Française. This is New York City’s largest public celebration of Bastille Day, drawing crowds in excess of 50,000 people. I was the lead designer on this project and was tasked with creating an identity for the Bastille Day festival that respected the new brand guidelines while remaining festive and adaptable across various marketing materials.
Scope:
Event Branding
OOH Marketing
I was inspired by the paper cutouts of French artist Henri Matisse for the branding. There are moments when the forms and type interact to create depth on an otherwise flat surface. The organic shapes also allowed for flexibility when designing for different outputs. I decided to incorporate blue, pink, and white from our brand color palette to represent the French flag colors. The result is a design that’s both playful, dynamic, and unexpected while remaining on brand.
OOH Advertisements
We worked with Uncle to deploy a guerrilla marketing campaign in Upper Manhattan to promote Bastille Day and L’Alliance in the weeks leading up to the event. In addition, we launched a bus shelter ad campaign and lamppost banners along Madison Ave.
Event Branding
The L’Alliance master brand identity was designed by Pentagram, led by partner Eddie Opara.
The duo of primary brand typefaces (Inferi and Rules) is from Blaze Type.
Merci à
Anne Saboye, Design Manager
Suzanne Zudick, Former Vice President of Marketing & Communications
Bader AlAwadhi, Former Marketing Director