Historically, the Melbourne Fringe Festival has re-invented the wheel every year with its communications theme and design language, making it feel ad hoc and disparate. We created a new brand platform and visual identity Melbourne Fringe could refresh year on year. Everything is Art *for 2.5 weeks talks to the diversity of the Fringe program, while celebrating the festival as an art takeover of Melbourne. The diversity of the festival became the basis for creating a bold design language, allowing for a unifying aesthetic with endless layout possibilities. We then rolled out a campaign for 2017, working with the Fringe performers to capture the energy, curiosity and fun inherent in Melbourne Fringe.