A memorial day staple to the Lehigh Valley area, Mayfair is a 4-day fine arts festival featuring vendors, food, and headlining musical acts. In 2014, the festival decided to schedule day-long “mini-festivals,” each highlighting a specific style of music and therefore inspiring individual posters within a branded series. Loose, brushed hand-lettering is paramount, placed in the negative space created by the respective musical instruments. This 360° campaign went on to become billboards, print advertisements, newspaper inserts, and merchandise. Festival wayfinding map was also created to help visitors find attractions and necessities.