Crispin Design partnered once again with Gore District Council to evolve the On The Fly Festival branding, responding to a clear shift in direction for the event. After reflecting on feedback from local anglers, the focus moved away from the broader summer festival feel and back to what defines On The Fly at its core, fly fishing.

The refreshed approach resolves the festival’s previous identity tension by centring the branding firmly around fly fishing culture, while still feeling contemporary and accessible. The design refines the existing logo and visual language to better align with the event’s purpose, creating a clearer, more confident expression of what On The Fly stands for.

This was a simple, cost-effective refresh designed to quickly bring the event to life across key platforms. We delivered a poster, advert, social media assets, and a customised email signature to encourage organic sharing. The updated branding strengthens the festival’s connection to its roots on the banks of the Mataura River, while giving Gore District Council a focused and adaptable visual system to support promotion and engagement.