A concept re-brand for Wellington's Cuba Dupa Festival. This project acknowledged that while the theme for Cuba Dupa changes every year, the one thing that is consistent is it's people. The unique and extraordinary vendors, performers and attendees that show up every year and are the heart of this one of a kind festival. We wanted to acknowledge this and create a brand identity that truly represented the people of Cuba Dupa. Utilizing the stories of the community we developed "Cuba Street Stories." An interactive and immersive branding strategy that advertised and marketed the festival by encouraging artists, shop keepers, event co-ordinators and customers to share their weird, wacky and wonderful Cuba Street Stories.