BRIEF
Fremantle is a small historic port city on the coast of Western Australia known for its well preserved colonial-era architecture, weekend markets and quirky boutiques. It is a fantastic place to experience; tourists visiting Perth will often wander over to Fremantle, (also called Freo) for a day or so. The thing is, there is only activity in Freo on the weekends. The place becomes a ghost town during the week, and this is a concern for the City who is developing Freo into an up-and-coming city to live. The City of Fremantle approached Graphic Design students of Edith Cowan University to come up with a solution to inject Happiness into Fremantle. 

OBJECTIVES
- utilize empty spaces/parks around Fremantle
- deter antisocial and violent behaviour around the city
- unify and develop the community
- bring traffic into the city during the week
- increase city pride
- bring locals and visitors together
- establish Fremantle as a Creative City

SOLUTION
I proposed the idea of an evening food cart festival, the Freo Foodie Fest. Through research, I learned that the City had granted 11 food carts the Unique Food Vehicle License, designating one food cart per park in Freo. I thought it would be a logical next step to create a food cart festival in Central Freo to attract people during the week and create a family-friendly atmosphere. Food carts are known to have positive impact on street vitality, lower density residential neighbourhoods and in high density areas. They also promote social interactions between owners and customers that provide beneficial employment opportunities. Cities with a prominent Food Cart culture (such as Portland, Los Angeles and Rio de Janeiro) are often known as Creative Cities. 

I created a brand identity for the Freo Foodie Fest that would appeal to families with children and young adults by creating an environment that enhanced the energy of Fremantle in an upbeat and quirky manner. 

This project was selected to be pitched to the City of Fremantle.