I usually come up with a few different concepts for the Fair to consider for the upcoming year’s theme. I stewed a while, but when this one hit me, I got a little obsessed. I HAD to see it carried through. Flock and Rally had my back all the way.
We really wanted to contrast much of what was done in years prior by simplifying it all down to a simple message and graphic. This was a little outside the client’s comfort zone as they typically like to show all of the fun aspects of the Fair. Once we started in on the “moments” it was difficult to stop. In total, 18 moments were created, 16 officially saw the light of day.
The idea was to communicate that the SC State Fair is a whole experience (sights, smells, sounds, tastes) By using crops and closeups of imagery with no other background details, the intention was to let imagination come into play to fill in the blanks and transport the viewer to that moment.
Since the 2021 SC State Fair theming was actually developed for 2020, I was a little worried when it did roll out, thinking maybe the concept went stale while it was in hibernation for a year. But I think the opposite happened and it was actually MORE impactful than it would’ve been originally. When everyone had been away from a real fair experience, they really could have their moment when it came back.
Items created included the brand guide, media guide, posters, print and web advertising, tickets, commemorative pin, pocket guide, gala invites, social media graphics, billboards, apparel, letterhead, signage, etc.
Client: South Carolina State Fair
Agency: Flock and Rally
Creative Direction: Flock and Rally / Cait Maloney
Design / Illustration: Cait Maloney