At Fresh01, we often talk about the power of building a scalable identity system. But the real magic happens when that system steps off the screen and directly onto the streets.

On June 20th and 21st, thousands of dogs and their owners descended upon Tatton Park, Cheshire for DogFest in the Countryside. Following our work establishing the overarching DogFest sub-brand framework, our latest mission was to transition those assets into a targeted campaign spanning promotional posters, social assets, a feature on-site vinyl banner, and a highly creative, high-impact mobile digital van campaign that toured the local area.

Here is how we brought the Countryside experience to life, prioritizing bold visibility, strategic messaging, and a bit of playful design discovery.

To drive major local awareness and last-minute ticket sales, we designed custom artwork for a double-sided Digivan that navigated a planned local route the weekend before and the day before the show opening.

The brief demanded a balance: it needed to feel premium, outdoorsy, and instantly recognizable as DogFest from a distance, without becoming cluttered. We anchored the design in a modern palette of Countryside green, vibrant DogFest pink for high-vis accents, and crisp white typography.

Because a double-sided moving vehicle presents two entirely separate viewing opportunities depending on which side of the street you are standing, we treated each screen as its own distinct tactical channel.

The first side of the van focused entirely on creating lifestyle appeal and emotional connection. Using a clean, premium composition with plenty of breathing space, it featured a large DogFest logo, prominent venue details (Tatton Park – June 20th & 21st), and high-impact photography of a joyful dog leaping over an agility jump.

• The Copy: Minimal, handwritten, and lifestyle-led: “The Day Out Your Dog Would Choose.”
• The Star Power: To maximize local draw, we integrated a dedicated, eye-catching badge highlighting television presenter Matt Baker as a special guest.
• The Gamified Design: To lean into the playful nature of the brand, we subtly integrated hidden pink dogs into the artwork. Utilizing the natural layout, we cleverly embedded the pink silhouettes within the hay bales, behind typography, and peeking out from behind the scenery for an element of fun discovery.
• The Conversion: A prominent, clean, scannable QR code paired with a bold, pink “Scan for Tickets” call to action.

The reverse side of the vehicle was engineered purely for immediate action and crowd conversion. We swapped the full-bleed photography for an illustrated, storytelling backdrop that visualized the event grounds, framed by a massive, high-contrast pink sky to command attention from drivers and pedestrians alike.

• The Copy: High-impact, urgent, and direct: “NEXT WEEKEND – TICKETS ON SALE NOW.”
• Value Propositions: To remove barriers to entry for families, we included a clean lower banner highlighting key event perks: “LOADS OF FREE ACTIVITIES” and “KIDS UNDER 11 GO FREE!”
• The Conversion: The QR code and URL were maintained in an ultra-clean, high-contrast corner to ensure they were incredibly easy to scan quickly on the move, paired with a funny, wide-eyed dog close-up that naturally drew the eye right toward the conversion zone.

Both layouts anchored the commercial side of the event flawlessly by integrating a neat, unified sponsor lock-up along the bottom edge, showcasing key partners like Agria Pet Insurance, Butternut Box, and Bella & Duke without disrupting the core creative.

Beyond the moving billboard campaign, we ensured the visual journey remained entirely seamless across every print and digital touchpoint:

• Social & Poster Campaigns: We deployed a robust toolkit of social media assets alongside high-street promotional posters. From countdown graphics to live-story templates, the digital and print collateral maintained strict visual harmony with the warm, pastoral aesthetic of the Countryside sub-brand.
• On-Site Branding: Once visitors arrived at the gates, our design role shifted from driving awareness to framing the experience. We delivered a feature on-site vinyl banner to anchor the event grounds, ensuring that the transition from seeing a digital van on the road to standing at the actual event felt unified, premium, and unmistakably part of the same journey.

“Designing for a moving vehicle means you have mere seconds to make an impact. By prioritizing a strict color hierarchy—balancing the deep Countryside greens with punches of energetic DogFest pink—and leaving room for the design to breathe, we created something that was both highly legible at a distance and incredibly engaging up close.”

DogFest in the Countryside proved that a well-considered brand architecture makes scaling across print, digital, and mobile experiential mediums a seamless evolution. We didn’t just create marketing materials; we built the visual momentum that carried the event right up to the opening gates on June 20th.

As the DogFest calendar marches on to its next themed destinations, the system is ready to flex, adapt, and welcome the next crowd.

Is your brand gearing up for a major event or outdoor campaign? Let’s build an identity system that performs flawlessly in the real world. Get in touch with the Fresh01 team today.