Helping a Classic Launch its New Brand
Carolina Classic Fair
Strategy
Graphic Design
Web Development
the why.
A 10-day tradition that has taken place since 1882, the annual Carolina Classic Fair (formerly known as the Dixie Classic Fair) is dear to the heart of hundreds of thousands of North Carolinians. Vela Agency has worked with the fair since spring 2019. With new challenges came the need for a new look, feel, and digital experience. That’s where Vela came in.
Client
City of Winston-Salem
Disciplines
Graphic Design
Copywriting
Campaign Development
Digital Media
Social Media
brand execution.
The challenge
From the unrolling of a new name in 2019 to the community-wide restrictions caused by COVID-19 in 2020, the Carolina Classic Fair needed communication solutions that would bolster the event’s new identity and promote attendance from new and past fair-goers alike.
The objective
In 2020 and 2021, the objective for our work was the same: to communicate information about changes to the fair quickly, clearly, and concisely in an effort to promote awareness and drive up attendance. We used digital media to our advantage with efforts focused on website design, app experience, and social media.
insights.
Change can be a challenge when it comes to an annual, community event that’s served as a long-standing tradition since 1882. As a local agency, we carved a new connection with the community that reflected the fair’s fresh identity without abandoning its roots.
Graphic Design
Vela Agency took a logo developed for the Carolina Classic Fair by another agency and used it purposely on deliverables including:
- Billboards
- Print ads
- Carolina Classic Fair website
- Progressive web app
- Social media templates
- Covers for the competitive entries guide
Tagline Development
Vela Agency developed the 2019 fair tagline – How Do YOU Fair? – to communicate that the fair offers something for people of all ages and all walks of life.
insights.
With the logo and color palette already dialed in, the Vela team explored and defined how these items work together across multiple mediums. The outcome was increased awareness of the new brand identity, as well as clear, cohesive lines of communication regarding updates about the fair.
Website Design
Vela Agency has made annual updates to the fair’s website to:
- Build an interactive calendar
- Update all content
- Apply each year’s new campaign concept
- Design and upload web banners that communicate important dates, including deadlines for competitions and vendor registration, in the months before the fair
In addition, we created a progressive web app (PWA) that fairgoers can download to a smartphone. Unlike a mobile responsive website, a PWA can be updated and changes pushed out immediately to provide up-to-the-minute information.
Social Media
In 2021, we promoted a return to an in-person fair experience with website updates and an extensive strategy-based social media campaign. In executing the campaign, Vela Agency:
- Focused on the nostalgia around a “classic” fair experience and food contests, animal judging and favorite fair rides
- Created an hourly calendar to draw attention to specific entertainers and events
- Posted daily on social media for 30 days before the fair to build excitement for its return
- Spot-checked social media channels for customer concerns
insights.
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