In 2020, Develop Nova Scotia lead the development and launch of the Evergreen Festival, a multi-week European style holiday market on the Halifax waterfront. The branding for the festival needed to be modern, festive and inclusive while appealing to members of the general public looking for an outdoor activity around the holiday season. Another key consideration was engaging local businesses looking to be part of a community-oriented holiday event. While COVID-19 forced the festival to scale down and become more virtual, it was a success and will likely return in subsequent years with expanded offerings. The branding exercise included the naming of the festival, identity, signage system, and social media elements.