The Challenge

Crépu: Our DNA brings people together through art, performance, and conversation, all centred around the significance of Black hair. Created by Hors Pair Social and The Moving Art Gallery, the event highlights textured hair as a cultural, artistic, and personal statement.

The goal was clear: engage the community, build momentum, and sell out. The branding needed to evolve each year while staying bold, impactful, and connected to the event’s message. With every edition, the challenge was to create a campaign that felt fresh while maintaining continuity.

A Visual Identity That Grows With the Event

Each year, the campaign is built around the work of a featured photographer, creating a new visual direction while keeping Crépu’s distinct energy. The result is an evolving identity that highlights Black hair through different artistic perspectives.

In 2023, Crépu launched at Club SAW with a two-day exhibition, film screenings, and discussions. The campaign introduced bold colours, expressive typography, and sharp layouts, setting the foundation for the event’s visual presence. The designs carried through posters, social media, and event materials, helping to sell out the event and draw audiences from Ottawa and Montreal.

In 2024, the event expanded into the Canada Science and Technology Museum, introducing a runway show, a hair care demo, and live performances. The campaign scaled up with it, adapting to a larger venue while maintaining the same vibrancy. Extra posters were printed and disappeared fast—proof that the visuals had become more than promotion, turning into a keepsake.

For 2025, the campaign pushes even further, bringing in a new photographic perspective to shape the identity. Each year’s design creates space for artistic collaboration, making every edition of Crépu visually distinct while staying true to the event’s core.

The Takeaway

Three years, three sold-out events, and a campaign that continues to evolve. Crépu keeps making space—through art, conversation, and design that celebrates textured hair in all its forms.

‍