Montreal Salsa Fest, a biannual event by Alberta DanceSport, required a logo that captures the energy and movement of salsa while maintaining a clean, modern feel. The identity needed to balance strong typography with a sense of rhythm, while also adapting across both summer and winter editions of the festival. We developed a custom logo system that pairs a bold, contemporary wordmark with stylized seasonal silhouettes. Seasonal variations were introduced through colour and supporting elements, with warm tones and sun-inspired graphics for summer, and cooler hues with snowflake motifs for winter. The result is a flexible identity that remains consistent while clearly distinguishing between each event.
With the visual identity established, Montreal Salsa Fest required a full suite of promotional and on-site materials to support both seasonal events. The goal was to create bold, eye-catching assets that could carry the energy of the brand across a variety of formats and environments. We designed a range of materials including posters, postcards, and wayfinding signage, applying the seasonal visual system to create cohesive yet distinct campaigns for summer and winter. The final assets bring consistency and clarity to the event experience, while maintaining a vibrant and engaging presence across both print and environmental applications.
