Le Mood, The Festival of Unexpected Jewish Learning, Arts & Culture, wanted to engage and interact with its demographic - 18 to 35 - in a fresh and unconventional way.

Bring in Moody (the apple) and Notoriousss (the snake), the audacious and irreverent "hosts" of the festival, iconic characters created by Watershed to represent the face of the Le Mood brand. Playfully referencing the biblical story of Adam and Eve, this not-so-unlikely duo would appear across numerous print and online promotions and communications. They were an instant hit, garnering immediate approval by a discerning community that enjoyed their brash, shoot-from-the-hip dialogue and outrageous declarations. Mainstays of Le Mood's various online social media campaigns, this pair was a perfect fit for the festival's tagline, "Dare to be Curious".

For Le Mood's Third Annual in 2013, new characters were introduced into the fold, including a motley crew of speaking fruits and veggies, and animals who like to wear clothes. Well, mostly hats, that is. And, the occasional prayer shawl. On a pigeon interviewing a pig (see poster). Curious, indeed.

Le Mood's website needed to provide a comprehensive, well-organized and visually rich point of entry for festival goers and curious visitors. Consistent with the festival's mandate of re-imagining Jewish identity and community engagement, we developed edgy and personable copy for the website, as well as bold, intimate imagery, to challenge any notions that this community-based cultural event was anything but conventional or inaccessible. LeMood.ca would become an oft-used portal in the months and days leading up to the festival, also providing easy access through mobile devices.

Create a memorable brand that achieves and maintains instant recognisability, one that's edgy, progressive, full of attitude and spunk, and that brings boatloads of wit. Then, make it work across every application you can think of.

Le Mission Accomplished.