Penrod

Branding a beloved art fair

Overview

Client

Penrod

Engagement

Experiential Design

Penrod partnered with us to develop a fresh visual theme for this year’s Penrod Art Fair, bringing renewed energy to a long-standing tradition. Drawing inspiration from gig-poster culture, we introduced a diptych poster system that connected An Evening with Penrod and the daytime fair, shaping a whimsical aesthetic that carried through signage, apparel, and event materials. The theme was met with enthusiasm from both organizers and attendees.

The Brief

A diptych-style gig poster

The Penrod Society needed a fresh visual theme for this year’s Penrod Arts Fair and Evening with Penrod gala, the night before. Ryan Stephens, the chairman, came with a clear idea: a diptych-style gig poster. The two events needed to feel related but distinct, connected through a shared visual language.

What we Did

Embracing a retro music festival aesthetic

We explored whimsical forms, bold color, and gritty halftones rooted in gig-poster culture. Early sketches ranged from abstract to literal, always considering how the two posters would connect as a day-and-night pair.

The final direction infused bold energy with Penrod’s signature bright colors, creating a vibrant system that extended beyond posters into signage, tickets, apparel, and event materials.

I couldn't have been more impressed. Gabe was professional and immensely talented.

Ryan Stephens, Chairman

The Result

A successful event

The theme was met with enthusiasm from organizers and attendees across Indianapolis. The diptych posters became a recognizable visual anchor for the 58th annual fair, bringing fresh energy to a long-standing tradition while honoring its legacy.