Level Up! is a Government of Ontario initiative designed to give students in grades 7 to 12 hands-on exposure to skilled trades careers. First developed in 2022, the brand has evolved alongside the event, growing from a regional initiative into a travelling province-wide experience.

For the 2025 fairs, the work included the development and rollout of over 800 assets in both English and French, spanning advertising, social media, print signage, and event materials. The scale of production required a flexible system that could be consistently applied across multiple cities and formats.

The 2025 fairs attracted nearly 60,000 participants across 11 cities, with paid media generating 27.5 million impressions and broader coverage reaching 135 million impressions.