The new brand identity for one of the oldest music and arts festivals in the world, Britt, has got a new look. With a 60-year legacy and a setting unlike any other, Britt offers an experience that feels both intimate and extraordinary.
When Fran Jamison arrived in Jacksonville, Oregon for her interview to become director of marketing and communications for the Britt Music and Arts Festival, she was amazed.
She’d obviously spent time researching the company online, but its visual brand was in no way capturing the unique experience she found on the ground. “It was a huge missed opportunity,” Jamison says. “The brand just wasn’t telling the story at all.”
Jamison got the hands in the work, and alongside new CEO Abby McKee, they mindset a rebrand, working with Bristol-based design agency Fiasco.
“There was no throughline to the brand before, it was all over the place,” Jamison explains. This was exacerbated by the fact that the branding was changed every year, which added further confusion. “There was a feeling that this was a hidden gem and you have to know about it to find it,” she says. “Obviously, working in marketing, that’s not really what you want.”
The Fiasco team had to “blend heritage and modernity” together, says creative director Chris Tozer. “We wanted to instill this new excitement, but we were scared to alienate the existing community because you’ve got volunteers who have worked there for decades,” he says.
They also needed to unify the different things that fall under the Britt umbrella, from the festival itself to the park and gardens, as well as non-profit and community activities.
Design director Julia Darze says this first-hand experience, meeting locals, understanding Jacksonville, and digging through the Britt archives was crucial. “You can’t really just Google it,” she says.
“Everyone spoke of connection in different ways – whether that was connection to nature, or the place, or performance,” Tozer says. “Connection had to be the thing.”
The logo idea came from a statue at the venue of the Fritillaria gentneri, a rare flower native to the local area. “It was only when we came back, we realised it was a powerful metaphor for the whole place, because it’s literally something you only get there,” Tozer says.
“People love it, and people really connect with it”. “Before it was a mish mash of so many different things that would change every year, but now it feels like a really strong visual presence.” says Fran Jamison.
it’s given the Britt team a whole new platform on which to create its marketing and common material, online and offline. “Every time our designer sends something new round, we all say how much better it looks. It’s been really fun seeing that come to life.” she adds.
