Client | Wyoming State Fair
How do you take a State organization over 100 years old and re-brand it to resonate with specific audiences while attracting new supporters?
The Wyoming State Fair, a division of the Wyoming Department of Agriculture, officially started in 1905 and is located in Douglas, Wyoming. The Wyoming State Fair hired LUM Studio in April 2020 to rebrand and support the organization’s mission, programs, and events through a variety of one-time and on-going services. The primary purpose of the rebrand was to connect to audiences identified in the initial concepting phase of our branding workshop. Given the timeline, LUM implemented a phased approach to ensure a majority of materials were rebranded and updated prior to the start of the Fair in August.
To begin LUM held a strategy and branding workshop with the Wyoming State Fair management team to gain a better understanding of their goals and to concept a look and feel for the new brand that would resonate with their target audiences. From this process, LUM developed a new, modern logo, color palette, and branded materials. In addition, LUM designed and developed a brand-new website in only two months, with phase one being complete in time to market the 2020 Wyoming State Fair and associated events. In addition, LUM completed a social media audit on the existing Facebook, Twitter, and Instagram platforms, provided necessary updates and began managing social media within the first month of services. During the creation of marketing materials to promote this event, the COVID19 pandemic swept the world, causing much uncertainty if the Fair would event take place. The LUM team worked closely with the Fair management team to appropriately market and promote the 2020 Fair in the safest manner possible. Such support and materials included social media marketing, media buy, public relations, creative design materials, including posters, event guides, credentials, event listings, a billboard and digital advertising and materials.
As part of our ongoing services, post-event, the LUM Studio team creates print and digital design materials to increase awareness, interest, and conversion for Wyoming State Fair’s development, events, and facility efforts. In addition, we manage the website and social media accounts and enhance communications with audiences and stakeholders through content development and media relations. As part of phase two of our branding efforts, LUM will work with the State Fair team to examine and provide recommendations for a further brand refresh to the design of materials associated with the Wyoming State Fair facility itself. LUM will also be completing the second phase of the website to focus more specifically on the larger Wyoming State fair complex and facilities. LUM Studio handles all vendor sourcing and coordination of print materials, including t-shirts, banners, signs, and billboards, as well as various other marketing materials. In addition, we provide photography and video services when requested, ensuring that the State Fair in its entirety is promoted thoughtfully and professionally to its audiences.