The Freeport Fall Festival is a three-day celebration of art, music, food, and community that takes over downtown Freeport and the L.L.Bean campus each October. What began as a modest festival with around 100 vendors and six musical acts on a single stage has grown into a town-wide event featuring nearly 300 artists, makers, and food producers, five stages, and more than 40 musical acts over three days.

I originally created the festival’s visual identity in 2014 and have had the opportunity to watch the event grow and evolve over the years. In 2026, I had the opportunity to refresh the identity, creating a completely illustrated visual system.

The new identity includes a custom illustrated typeface, hand-drawn illustration elements, a redesigned event map, and a full suite of supporting materials. Every element was created to capture what makes the festival special - the artists and makers, live music, local food, community, and the unmistakable feeling of fall in Maine.