branding + logo + map + brochure + poster + 8 social media graphics + animated video ad + spark ar filter + 5 wayfinding graphics
OVERVIEW
GOALS
+ Research and select a festival
+ Create a unified rebrand of festival
+ Update current festival graphics, specifically mascot
+ Add festival graphics, such as environmental and promotional
CHALLENGES
+ Maintaining a unity over multiple platforms
+ Updating previous graphics as brand evolves throughout creative process
PROCESS
PART 1 BRANDING + LOGO
RESEARCH AND CONCEPTING
+ Festival originates as celebration of local folklore
+ During the early fall months
+ More than 6,000 in attendance: mostly white upper-middle class millennial families
+ Features live music, food from local vendors, fundraising for local charity, inflatables, a haunted house, and hairiest man contest
Moodboarding of brand inspiration, existing graphics, festival pictures, and target audience
31 initial sketches, top 6 sketches, and feedback notes
DRAFTING
+ Groovy, modern, trendy, family friendly themes
+ Takes place in Round Rock, TX, wanted to appeal to Austinites
+ Fall colors to match season
+ Modernized 70s retro, Art Neuveau inspired
digitized logo draft with color
Final type selection and color palette
Final logo with alternates
PART 2 MAP + BROCHURE
RESEARCH AND CONCEPTING
+ Keeping Art Neuveau style with rounded arch brochure
+ Map could be up to 11x17
+ I love a good multi-purpose design so the closed front can double as a poster
+ brochure has lots of important info, more would be incentivized to keep if aesthetic
Brochure sketches, map sketch, and feedback notes
DRAFTING
+ Avoided sharp edges in map to match logo
+ Hair themed pun for target audience appeal
+ Implemented color coding and map sectioning for event organization
+ Food items, activities, and schedule found from previous event itineraries
Brochure draft 1 VS brochure draft 2
PART 3 POSTER
RESEARCH AND CONCEPTING
+ Curved top to keep consistent with brochure
+ Seen at a glance: ideal for minimal information
10 initial poster sketches and feedback notes
DRAFTING
+ Opted to keep same call to action pun
+ Graphic matches brochure acts to strengthen connection between brochure and wall art, ideally increasing likelihood of brochure being kept after festival
Poster draft 1 VS poster draft 2
PART 4 INSTAGRAM + FACEBOOK
RESEARCH AND CONCEPTING
+ Selected Instagram and Facebook audiences for social media promotion
+ Vector with photos to appeal to older Facebook audiences
+ Aesthetic photos playing with texture appealing to instagram audiences
Detail of felt hairyman logo made for instagram post
Initial Facebook and Instagram concepting drafts
Social media feedback notes
DRAFTING
+ Adjusted colors of felt hairyman in photoshop to match branding better
+ Implemented more graphics from brochure and poster for better unity
+ Leaned more toward vector graphics, especially for Facebook
+ Facebook posts were more information heavy (for young parents)
Social media draft 2
PART 5 ANIMATED VIDEO AD + SPARK AR FILTER
RESEARCH AND CONCEPTING
+ Wanted majestic wavy mustache/beard animation to match groovy logo
+ Hair almost sentient vibes
+ Animated warped type from poster to match grooviness
Animated logo storyboard sketches
DRAFTING
+ Added appropriate stock footage and spunky guitar to amplify hype
+ Made purposeful transitions on beat of music
+ Majestic mustache replicated on filter by exporting from after effects as a gif and removing black background frame by frame in photoshop
Video ad first draft
AR filter animated mustache gif
PART 6 A-FRAMES + FEATHER FLAGS
RESEARCH AND CONCEPTING
+ Hairyman festival is only one day, reoccurring annually
+ I selected both the A-frame and feather flags for their easy assembly and take down
A-frame concept image and feather flag first draft
DRAFTING
+ Matched wayfinding graphics to map sections and icons via color coding and numbers
+ Practical wayfinding tools can easily moved, adapting to yearly festival iterations
Feather flag and a-frame flat files
FINAL SOLUTION
EVALUATION
+ Wayfinding and brochure map elements correspond both with color, number and title
+ Brand successfully adds several graphics to festival, all of which appeal to the "keep Austin weird" audience
+ Final social media posts target the specific audience on each respective platform
+ Instagram 3 part series fits platform and is cohesive with poster and video ad
+ Filter allows attendees to become the hairyman
Final map and brochure
Final poster
Final Facebook graphics
Final Instagram graphics
Final animated video ad
Final AR filter with me as model
Final a-frame and feather flag wayfinding
This festival rebrand was made for a class project. All stock sounds and footage are curtesy of Unblast, and all photos used belong to their rightful owners. My work is not affiliated, associated, authorized, maintained, sponsored, endorsed by, or in any way officially connected with these copyright or trademark holders, nor do they sponsor or endorse any of the shown work. I declare no affiliation, sponsorship, nor any partnerships with any copyright or trademark holders.
