River & Sky 2019

PROJECT CONCEPT

The concept for this project was to create a promotional identity for the 2019 River & Sky festival. They are looking to attract a younger audience as many of there performances for that year include electronic music artists. However the branding shouldn’t turn off previous attendees and should still resemble the mood of the festival.

The starting point was to do was to overhaul the logo, since the new artists are digital the logotype needs to represent that, hard edges and shapes are a good way to capture the digital aesthetic. The logo uses squares with lines cut out for each letter. The poster, merch, and imagery throughout the theme compliments the logotype well. Next was to use the sharp clean logo as a base and create illustrations for the rest of the branding, advertising and merch.