2026 FLUFF FESTIVAL CREATIVE RFP

Deadline for submissions is 11:59pm on May 11, 2026

Please email your submission to USMS Executive Director Jessica Eshleman at usms@unionsquaremain.org with “Fluff Festival Design Application” and your name in the subject line.

Full Details here

Project Description: 

What the Fluff? A Tribute to Union Square Innovation, a festival honoring the invention of Marshmallow Fluff, returns to the Square in all its zany glory for its 21st year. It celebrates Somerville’s proud tradition of innovation with live music, fluff-inspired eats, sticky games and more. This year’s festival will take place on Saturday, September 19 from 1-5pm in Union Square (severe weather date: Sunday, September 20). 

Union Square Main Streets (USMS), the 501(c)3 nonprofit producer of the Festival, invites proposals for a design to be used on this year’s promotional items, all social media, and all collateral materials. 

In order to find the most creative, fun, and funky design that celebrates the spirit of innovation in Union Square and this year’s theme in a compelling way, USMS is soliciting submissions for this RFP.

Union Square Main Streets is an economic empowerment nonprofit working to strengthen the dynamic neighborhood of businesses and people in Union Square and promoting and celebrating its unique and spirited character. USMS produces the What the Fluff? Festival in partnership with the Somerville Arts Council.

1. Background / Overview:

What the Fluff? A Tribute to Union Square Innovation  

This wacky, one-of-a-kind festival honors the invention of Marshmallow Fluff by Archibald Query in Somerville in 1917 and salutes the spirit of innovation that still thrives in Union Square today. Now in its 21st year, the What the Fluff? Festival showcases clever culinary creations, live music and entertainment, and incredible artistic innovations brought to life by more than 100 local businesses and participating vendors.

Raise a glass to Union Square as What the Fluff? turns 21! This year’s theme – Legally Fluff: A Toast to Union Square – is an ode to 21 years of fluff-filled fun for all ages. Put on the party hats, blow up the balloons, grab a bubbly bev, and celebrate Somerville’s signature sweet spread in style. Prost! Sláinte! ¡Salud! Here’s to Union Square!

The annual What the Fluff? t-shirts incorporating each year’s theme have become collectors’ items and are in high demand. Past festival designs may be found here.

2. Focus: What's the most important thing to say or show?

This neighborhood, feel-good event has something for every age and interest. The Festival is celebrated for its wacky feel, but also for its spirit of community. Fluff Fest enthusiastically celebrates the elements of local ownership, diversity, community, innovation, and creation that are integral to Union Square and Somerville. USMS, together with the Somerville Arts Council and local businesses, looks forward to treating festival-goers to flufftastic programming and activities including live performances, games for all ages, 100+ vendors offering Fluff-themed goods and eats, local art and artisans, the Mayor Joe Flufftastic Innovation for Impact Award presentation, and more! 

All applicants are asked to infuse this year’s event theme Legally Fluff: A Toast to Union Square into their submission. 

The goal is to create an iconic image that promotes the theme while also highlighting the spirit of this cherished community tradition through posters, t-shirts, social media, etc. 

The design concept should: 

  • Incorporate this year’s theme of “Legally Fluff: A Toast to Union Square”

  • Deliver the stylized theme name with playful imagery

  • Capture a sense of intersection and locality conveyed in theme

  • Evoke the spirit of innovation that the Fluff Festival celebrates 

  • Embody the essence of Union Square

  • Avoid photographs and direct likeness of the Fluff branding

  • Be kept simple to streamline production methods 

3. Design Process, Specifications & Timeline:

Once a designer is selected, they will work with the Fluff Festival team to further develop their selected idea. They will refine the design over a few rounds, and will submit final assets as a completed design along with any relevant assets or design information. 

The finalized design must be:

  • Acceptable and appealing for all ages (though at the same time, Fluff Fest is beloved for its cheekiness!) 

  • Limited to 4 colors or fewer

  • Scalable for both small and large sizes

  • Adaptable (size and color) to fit all materials, including:

    • Logo 

    • S-3XL adult shirts and children sizes

    • Posters and takeout flyers

    • Festival map

    • Stickers

    • Digital content for social media and website

      • Ex: FB Banner, IG Square, IG Story, Badge/banner with transparent background

  • Submitted in a vector format (ideally Adobe Illustrator) and separated into layers and outlines as needed for production

  • Submitted with style information such as fonts and color 

In order to reach marketing and production deadlines, there is a tight timeline once the designer has been selected. These are the key milestones for this project:

  • All applications submitted by 11:59pm on 5/11/26

  • Candidate selected by 5/15/26

  • Receive initial design feedback from the Fluff Festival team by 05/29/26

  • Attend Fluff Festival planning team meeting and receive additional feedback on 6/16/26

  • Finalize design by 7/08/26 

  • Production assets ready by 7/21/26

  • All production complete by 9/01/26

4. What the Fluff? Festival Design RFP Application

How to apply: 

  • Email your proposal to USMS Executive Director Jessica Eshleman at usms@unionsquaremain.org

  • Put “Fluff Festival Design Application” and your name in the subject line

  • Include your thoughts on how to approach this year’s theme visually – you can approach this through a combination of design mockups, visual samples, and a written explanation. 

  • Note: This should not be a finalized design, but a way to share your creative process and thoughts with us on how you would approach this project

  • Submit examples of previous work to showcase your design style and talents!

The Fluff Festival planning team may contact candidates for a quick interview with questions, if needed.

Compensation: $1,000 stipend, a complimentary vendor space ($200 value) at this year’s What the Fluff? Festival on Saturday, September 19 from 1-5pm (severe weather date September 20), and an artist profile distributed widely through USMS communication channels.

Deadline for submissions is 11:59pm on May 11, 2026.

5. Fine Print

Important note: Please be aware that your submission represents a commitment to working with the Fluff Team on a tight turnaround timeline to ensure the design’s integrity into production. If your design is selected, you will be asked to adapt the design to fill all collateral and promotional materials so that your work can be featured on promotional items that need to be finished with production by September 1. By responding to this RFP, if selected, applicant contestant grants the right to Union Square Main Streets, Inc., and its affiliates to utilize thematic ideas of their Fluff Festival design, or elements thereof, without further compensation or legal obligation. 

A note about AI: What the Fluff? celebrates and honors expression of human imagination, creation, and community. Artificial Intelligence can be used as a tool, but it should not be the primary creator of your submission. If AI is used in your design process, your submission must include a detailed explanation of its use.