The A&F challenge is a once-a-year party hosted by Abercrombie and Fitch benefiting SeriousFun Children's Network, a global network of camps and programs for kids with serious illnesses and their families. Founded by actor and philanthropist Paul Newman, SeriousFun Children's Network is a global community of camps and programs for kids with serious illnesses and their families.
The A&F Challenge features two stages with local and international headlining bands in addition to dozens of food vendors, attractions and activities. Because of the scale of the festival, hundreds of directional and environmental graphics were required. Collaborating with creative leads, vendors and sponsors, a creative branding guide was concepted. After deciding on a creative direction, the resulting signage and environmental graphics were created.
