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. The 2024 edition drew an estimated 30,000 attendees to Madison Avenue. 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 across 15 locations in Upper Manhattan, placing 600+ posters over a two-week period in the lead-up to the event. In addition, we launched a bus shelter ad campaign and lamppost banners along Madison Ave.
Event Branding
“Bastille Day, L'Alliance New York's biggest event of the year, is no small feat, and Abby delivered creative, impactful, and vibrant designs that joyously represented the spirit of the day. Her designs were perfectly executed across a wide variety of assets, including social media posts, printed postcards, video trailers running in every size and format, and large-scale out-of-home advertising that created a cohesive look and feel for all attendees.”
Suzanne Zudick
Former VP of Marketing and Communications
L’Alliance New York
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