Historically, the Melbourne Fringe Festival has re-invented the wheel every year with its communications theme and design language, making it feel ad hoc and disparate. We created a new brand identity and platform Melbourne Fringe could hang its hat on year on year. Everything is Art *for 2.5 weeks talks to the diversity of the Fringe program, while celebrating the festival as an art takeover of Melbourne. The diversity of the festival became the basis for creating a 'free to change' design language, allowing for a unifying aesthetic with endless layout possibilities. We then rolled out a campaign for 2017, working with the Fringe performers to capture the energy, curiosity and fun inherent in Melbourne Fringe.