The brief was to rebrand the Dublin Fringe Festival for the 2016 Festival. I came up with the simple tagline: 'I am Fringe' which references the inclusivity and the personality of the festival. The pigeon motif is an ironic nod to the alternative nature of the event - Fringe attracts those that tend to stand out from the crowd. In many instances of the branding, ohe pigeon is seen to face in a different direction and often in a different colour to otherwise identical pigeons.