A visually lighter look was introduced across digital and print space that continued to embrace and support the original MarketFair logo signage that was already physically built into the property in Princeton, New Jersey and could not be altered. Balancing earthy terra-cotta hues with complimentary jade greens helped to update and harmonize the overall color palette. Stepping away from the heavy font found within the logo gives the brand a modern lightness and social media-friendly style.