Thin Air is a week long literacy festival that is held every year in Winnipeg by the Winnipeg International Writers Festival during the last week of September. The festival features readings, lectures, interviews, book launches, and other events in both English and French.
Although Thin Air is an event held by the Winnipeg International Writers Festival, the campaign rebrand establishes the festival as its own event, rather than only a sub-event of a larger organization.
The bright, intense colours and large, bold type of the rebrand allows the festival to be more eye catching and appealing to a younger audience. The graphic elements also helps to emphasize further that this is not only a festival for writers, but for readers as well.