It’s incredible what strength four words and a collegiate style crest can have, but now that the dust has settled on the 2013 Juno awards, we have time to reflect on the Juno festival's brand. As agency of record for the 2013 Juno Awards Host Committee, we were responsible for creating the look and feel for the committee—we needed to develop the brand. It all began with and is based on a specially designed crest. We wanted an elegant personality to the 2013 Juno Awards, one that reflected the “new Saskatchewan” and the sophistication of our people, our province and the music industry therein. With a collegiate feel, the crest delivers a lighter message—it feels fun, but is still sophisticated. It was important that this ID, and the event itself, be filled with both style and substance, and the crest did just that. Added to the crest was the promise of fun delivered through the tagline ‘It’s Gonna Get Loud’.  A light-hearted warning and a brand promise rolled into one. Together they say our Juno Awards will be a celebration of great Canadian music, of Saskatchewan and of all of Canada coming together for a good time, a message that certainly transcended the province. The crest was used on all host committee wear and larger design elements. Where the size or readability was limited, we created a simpler icon. It kept the personality of the crest, but with elegant simplicity. These ID elements adorned clothing, highlighted banners and advertisements and helped us create less traditional elements like back stage passes, drum skins and guitar graphics. Overall a very rewarding and exciting campaign to work on and we couldn’t be happier with the results.