PNE RE-BRAND
In 2023, I worked within the PNE marketing team to launch the PNE’s first major brand refresh in over 113 years. Over the years, the PNE has evolved from a summer fair into a year-round entertainment destination with multiple event venues. Centered around the theme of PLAY, the new brand identity we created reflects the energy, diversity, and community impact of the experiences at the PNE.
CONTRIBUTIONs
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Collaborated with my internal brand team and the Cossette brand consultant team, to modernize the PNE’s visual identity.
LOGO - Redesigned the old logo to reflect a more modern, eye-catching and bolder look to reflect the PNE’s evolved personality
COLOUR PALETTE - Redesigned the colour palette to evoke a more youthful, diverse, and energetic tone, with careful consideration of color harmony and cross-platform consistency across all marketing channels
TYPOGRAPHY - Selected updated typography to enhance readability while reinforcing the brand’s playful and dynamic tone.
PHOTOGRAPHY - Directed the photography team to capture a new visual style, featuring brighter, more saturated imagery that highlights diversity and bold emotional moments. Also provided creative direction for updated visual specs to align with the redesigned website.
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TONE OF VOICE - Refined the PNE’s brand voice across channels—especially on social media—shifting away from corporate language toward a more energetic, bold, and playful tone. Introduced copy with personality to better engage audiences in a friendly and approachable way.
BRAND POSITIONING - Developed and implemented core messaging across all communication channels to clearly express the updated brand purpose, value propositions, and positioning. Introducing the message: “Bringing play to everyday.”
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WEBSITE ROLLOUT - Adjusted the website to reflect the new brand identity, incorporating updated colours, typography, and visual elements throughout. Ensured all published content aligned with the refreshed brand voice and visual language, using purposeful imagery and tone. Developed a dedicated landing page to publicly announce and introduce the rebrand.
SOCIAL MEDIA ROLLOUT - Refreshed the social media templates, profile icons, and content styles across key platforms including Instagram and TikTok. Rolled out the new logo, colour palette, and brand voice consistently across channels to reinforce brand recognition and engagement.
EMAIL MARKETING ROLLOUT - Launched the new brand identity through targeted email campaigns to our public database, key partners, and internal teams. Updated email templates to reflect the new visual system, ensuring content was dynamic, playful, and aligned with the brand’s tone of voice moving forward.
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AUDIENCE REPOSITIONING - Refined the brand identity to better resonate with key target audiences, particularly Gen Z and young families. This was achieved by introducing a more relatable and inviting verbal identity, along with playful and vibrant visual elements designed to embody the spirit of “fun” and “play.” The updated tone and aesthetic were strategically crafted to deepen emotional connection, increase relevance, and drive engagement across younger demographics.
UNIFIED BRAND ARCHITECTURE - Streamlined and clarified the brand architecture to ensure all sub-brands—including four marquee events and a variety of year-round hosted experiences—live under one cohesive identity: PNE.
The PNE brand was repositioned as a strong parent brand that anchors and connects its diverse portfolio of experiences. This framework preserves the uniqueness of each sub-brand while reinforcing consistent storytelling, visual identity, and audience recognition across all touchpoints. A clearly defined architecture enhances brand clarity, strengthens equity, and supports long-term engagement.
highlights
PNE BRAND NEW LOOK
unified brand architecture
THE CHALLENGE
Brand research uncovered a key challenge: the majority of the public perceives the PNE solely as the summer fair, with little recognition of its role as a year-round, nonprofit organization behind events and venues like Playland and the Pacific Coliseum.
A survey confirmed this misconception—98% of respondents identified the PNE as just "the fair." Many were unaware of its broader operations, including ownership of key venues. Notably, brand familiarity was highest among the 65–74 age group, while the 18–24 segment showed the lowest awareness, revealing a valuable opportunity to reposition the PNE for younger audiences.
THE SOLUTION
To strengthen brand recognition and deepen audience connection, we aimed to elevate the PNE brand by leveraging the momentum of its year-round marquee events. While unifying the brand, we remained intentional about respecting the distinct target audiences for each campaign. For example, Fright Nights—with its dark, edgy tone aimed at teens and young adults—required a vastly different creative approach than the PNE Fair, which targets families.
To engage a younger demographic, we launched a social-first campaign, revealing all four major annual events at the start of the year to establish a connected narrative. A refreshed visual and verbal identity tied all campaigns together through consistent brand elements seen across digital, OOH, print, and radio. To further expand reach and relevance, we collaborated with local influencers to announce and promote the yearly event lineup.
RESULTS & IMPACT
Through a comprehensive brand refresh spanning visual identity, verbal positioning, digital presence, and strategic architecture, I helped to reintroduce the PNE as a more vibrant, connected, and audience-focused brand.
As a direct result of our efforts, brand recognition among the 18–34 age group increased by 20%, while overall website traffic rose by 67% within the first three months post-launch. Social media engagement across key platforms grew by 54%, and email open rates improved by 35% following the rollout of the new voice and visuals. By aligning all brand elements under a unified identity centered around play, we created a clearer, more engaging story that positions the PNE for long-term growth.
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20% Increase
In brand recognition among the 18-34 age group
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67% increase
In website traffic
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54% Increase
In social media engagement
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35% Increase
In email open rates
