A2SF

Challenge / Objective

For decades, the Ann Arbor Summer Festival (A2SF) has been a cherished community tradition. It’s a city-wide event where music, movement, food, and conversation come together.

As long-time partners since 2004, we work closely with the A2SF team and the community every year. Recently, we got another opportunity to reimagine the brand experience from the inside out. Through deep collaboration, we clarified what sets the festival apart: variety, discovery, connection, and a true sense of joy.

Solution

“Take it all in.”

A positioning and expression that captures the energy of music under the stars, the taste of local flavors, and unforgettable moments shared among thousands of neighbors and new friends.

Refreshed positioning inspired us to simplify the brand architecture and create an engaging new digital hub that reflects the festival’s vibrancy and accessibility. The refreshed identity was then extended across festival experiences to bring the full spirit of A2SF to life.

Result

A clear, joyful invitation for everyone — honoring the festival’s roots that we know well while empowering its extraordinary future.