Smithsonian Folklife Festival

Marketplace

Smithsonian Folklife Festival wanted a branding package for the experiential retail centerpiece of the Smithsonian Folklife Festival. The Marketplace had been a part of the festival for years and has its own loyal following, but it was missing a distinct and compelling identity of its own. We worked in close partnership with Smithsonian leadership and staff to develop the brand package and accompanying assets.

Scope of Services

Brand development
Creative direction
Strategy
Signage
Print collateral
Branded apparel
Ad campaign
Apparel
Branded premiums

Red tinted horizontal and vertical lines, blue and green diagonal lines, and text reading "marketplace" interwoven like a basket

White and wood pylon sign that reads "Smithsonian Folklife Festival Marketplace" with the US Capitol in the background

Woman posing with a beige tote bag that says "Smithsonian Folklife Festival Market"

Pop-up shop showing painted animals and baskets on a table with Marketplace branding behind on a back wall

Inspired by the hand crafted unique goods that the Marketplace carries, a textured logo mark and woven feature wall were created. The mark needed to work with the existing bold Folklife Festival logo block and be flexible enough to work on a wide range of signage, collateral, branded apparel and more.

Black box with white text reading "Smithsonian Folklife Festival" with red stamp-textured letters reading "marketplace"

Person with a Marketplace apron standing in front of store shelves with wine on the top shelf, then colorful boxed product, and jams on the bottom

Two women on the national mall looking at Marketplace wayfinding signage showing a map of the Folklife Festival

Large mesh tower signage advertising Marketplace with the Washington Monument towering in the background