The National Cattle Congress Fair is a local event that takes place every September in Waterloo, Iowa, and back in 2018, they contacted Impact about rebranding the fair. NCC wanted to work on attracting a younger audience, as they had been around for 100 years and felt they might be known for outdated attractions instead of what they currently offer. Once we got the client’s request, our team came together to brainstorm, broke off into groups to develop their ideas and came back together to present. This was still during my time as a graphic designer, so I was tasked with taking this new concept that focused on bright colors and creating a new theme using it. This theme was going to be consistent all throughout advertisements, social media and website materials.

The “How Do You Fair?” campaign was not a one-person idea, but rather a collection of ideas that the client liked. One of the main reasons this project is my favorite is because I saw it come to life. Not only did I work on it from start to finish, but my wife and I also attended the fair that year. Being able to enjoy the events of the fair and show off my talent as a designer was a great experience.

Another note – the Iowa State Fair also used “How Do You Fair?” slogan for the 2021 fair. While it may be a coincidence, I prefer to think that the Iowa State Fair committee saw the success this slogan had with National Cattle Congress and wanted to replicate that themselves.

Enjoyed learning about Ross’s favorite project or considering new ideas for your brand? Give us a call at 319-232-4332 or visit us at impactmt.com.