The Shady Grove Bluegrass Music Festival brings live music, jam sessions, camping, and a genuinely communal atmosphere to Sundre, Alberta every summer — an important cultural event for players and listeners of every age and skill level.

For the Foothills Bluegrass Music Society, we built a campaign identity that makes bluegrass feel like what it is: warm, up-tempo, and alive. Abstract banjo and guitar forms in orange and green carry across posters, programs, postcards, a map illustration, and ad placements from local print to Bluegrass Today.

The variety of formats let a volunteer-run festival advertise like an institution — and look like a party doing it.