Sunny Side Market Campaign
The Big Idea
Year
/
2026
Client
/
SAIT TEDI Market
Sunnyside Up Farmers’ Market is a community-focused market created in collaboration with SAITSA’s Tedi Market to provide students with fresh produce, affordable food options, and a more accessible way to shop locally on campus. Beyond groceries, the market also supports local farmers and small businesses while creating a welcoming space for students to connect with their community. This project focuses on building a marketing and communications campaign that increases student awareness and participation through approachable visuals, interactive experiences, and cohesive storytelling across print, outdoor, and digital platforms.
Sunnyside Up Farmers’ Market is a community-focused market created in collaboration with SAITSA’s Tedi Market to provide students with fresh produce, affordable food options, and a more accessible way to shop locally on campus. Beyond groceries, the market also supports local farmers and small businesses while creating a welcoming space for students to connect with their community. This project focuses on building a marketing and communications campaign that increases student awareness and participation through approachable visuals, interactive experiences, and cohesive storytelling across print, outdoor, and digital platforms.
Problem
Many SAIT students were unaware of when the market operated, what it offered, or how affordable it could be. Limited visibility and inconsistent communication made the market feel easy to overlook, despite offering fresh and accessible food options. As a result, student participation remained low and the value of the market was not fully recognized.
Many SAIT students were unaware of when the market operated, what it offered, or how affordable it could be. Limited visibility and inconsistent communication made the market feel easy to overlook, despite offering fresh and accessible food options. As a result, student participation remained low and the value of the market was not fully recognized.
Solution
We created a unified marketing and communications campaign designed to increase awareness and student engagement across both physical and digital spaces. The campaign used bold, approachable visuals and simplified messaging to clearly communicate affordability, freshness, and convenience. To make the experience feel more interactive and community-oriented, we introduced playful touchpoints such as vendor story cards, social media content, and QR-based Instagram interactions featuring the “Eggie” character. The campaign system extended across posters, billboards, banner stands, Instagram posts, and carousel content to create a cohesive and recognizable identity throughout campus.
We created a unified marketing and communications campaign designed to increase awareness and student engagement across both physical and digital spaces. The campaign used bold, approachable visuals and simplified messaging to clearly communicate affordability, freshness, and convenience. To make the experience feel more interactive and community-oriented, we introduced playful touchpoints such as vendor story cards, social media content, and QR-based Instagram interactions featuring the “Eggie” character. The campaign system extended across posters, billboards, banner stands, Instagram posts, and carousel content to create a cohesive and recognizable identity throughout campus.
Decisions And Results
We designed the campaign around warmth, accessibility, and student relatability to reposition the Sunnyside Up Farmers’ Market as more than just a place to buy produce. Instead of relying on traditional farmers’ market visuals, we used bright yellow and blue tones, playful illustrations, rounded typography, and approachable messaging to create a more welcoming and energetic identity for students. To improve visibility across campus, we developed a cohesive campaign system that extended through posters, banner stands, billboards, social media posts, Instagram carousels, and interactive QR experiences. We also introduced community-driven elements such as vendor story cards and the “Pay-What-You-Can” box promotion to make the market feel more personal, affordable, and engaging. These decisions helped create a stronger and more recognizable campaign presence throughout both physical and digital touchpoints. Feedback from students and instructors showed that the campaign felt clearer, friendlier, and more memorable, while the interactive social components encouraged stronger community engagement and increased awareness of the market’s offerings.
We designed the campaign around warmth, accessibility, and student relatability to reposition the Sunnyside Up Farmers’ Market as more than just a place to buy produce. Instead of relying on traditional farmers’ market visuals, we used bright yellow and blue tones, playful illustrations, rounded typography, and approachable messaging to create a more welcoming and energetic identity for students. To improve visibility across campus, we developed a cohesive campaign system that extended through posters, banner stands, billboards, social media posts, Instagram carousels, and interactive QR experiences. We also introduced community-driven elements such as vendor story cards and the “Pay-What-You-Can” box promotion to make the market feel more personal, affordable, and engaging. These decisions helped create a stronger and more recognizable campaign presence throughout both physical and digital touchpoints. Feedback from students and instructors showed that the campaign felt clearer, friendlier, and more memorable, while the interactive social components encouraged stronger community engagement and increased awareness of the market’s offerings.
