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Traction Creative rebrands Lilith Fair

Music festival Lilith Fair has undertaken a rebranding initiative in advance of its return in 2010. The festival, which features female pop and rock musicians, first ran annually from 1997 to 1999. The rebranding was conducted by Traction Creative of Vancouver. The event will now be known by the single word "Lilith." The assignment also included a new visual style that makes use of imagery suggesting sound waves. "We needed a firm that could capture the new energy of Lilith," says Terry McBride, CEO of Nettwerk Music Group. "So we turned to Traction Creative, whose team blew us away with their re-imagining of the festival."

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