Gold Coast
Description
A brand identity project where I was tasked to create marketing materials for a hypothetical music festival. The collateral consisted of print and web formats.
Timeline
April 22 - May 22
3 weeks
Role
UX Designer
Ideation
Interaction Designer
Visual Designer
Tools
Figma
Prototyping
Photoshop
Illustrator
Pen and Paper
Project Overview
Project Summary
This was a branding project that I completed for a hypothetical music festival. I designed the logo, business card, poster, and website for this festival.
Process
Step 1
Research and Positioning Presentation
Step 2
Logo Design Process
Step 3
Poster Design Process
Step 4
Website Design and Prototype
Step 5
Final Design
Step 1 - Research and Positioning Presentation
To begin this project since it had a primary focus in the branding of the music festival, I created a positioning presentation that contained my project brief, some research, and initial brainstorming ideas for names. It also contained some market research on other festivals and initial mood board inspiration.
Step 2 - Logo Design Process
After completing the positioning presentation I started looking at different fonts for the name of the festival and also settled on the name of the festival which is Gold Coast festival. One of the inspirations for the initial fonts chosen were those that were reminiscent of hand-lettering or script type.
Next I then played around with what it would the business card would look like and also possible icons that I would place, and presented three different directions to move forward with. I ended up choosing to go with the second direction since it felt like it the sunset imagery was not too obvious, and it had the most potential for overall branding. I'm only presenting a few of the initial design ideas, but there were close to 100 iterations before landing on the final design.
For the final business card I chose to make the background a gradient with color that are associated with sunset to play up the beach theme of the festival. I also created the logo by making a circle look as if it setting on the water by creating slices in the circle, I chose this design for the sunset since it is a bit abstract. From feedback I had received the consensus was that this design was the most visually interesting, yet not too obvious to what it was representing. I also kept the front of the card free of any text to make the logo stand out, and put the text on the back of the card. I then chose to invert the color scheme on the back of the card for legibility.
Step 3 - Poster Design Process
After creating the logo and style for the business card collateral I then went into making a poster for the festival. I initially creating a lineup poster for the festival and tried to integrate the color palette and logo from the business card to continue creating an identity for the festival.
I did not like how the poster was coming along and decided to abandon that idea completely and instead created a poster not including the lineup. I instead incorporated the logo and festival information plus a QR code so that a viewer could you their phone to scan. This QR code would lead the viewer to the website, where they could find out the information of the festival like the lineup. I thought that a more ambiguous poster design, where from afar the viewer may not necessarily immediately recognize what was being advertised, would draw more interest in the viewer and was more successful in staying with the brand identity.
Step 4 - Website Design and Prototype
The website design does not necessarily follow the same color palette as the collateral, however I did not feel that this was necessary. I used the logo and same font as the collateral to maintain the same brand identity that I had been developing, however chose to use imagery as my main source of color. I felt that the imagery captured the energy of the festival that I was trying to show. Also when trying out the color palette that I had used in print collateral, the colors did not translate well on screen and compromised legibility.
Step 5 - Final Design
This is the final design and all collateral + branding materials together. This project is not my normal project, as I am a UX designer and tend to put my focus towards the mobile or web product. Doing this project from the perspective of branding and creating an identity was a fun challenge. I feel that I came up with a successful branding strategy for the print collateral, while also making an easily navigable and visually interesting website. I am proud of the project as a whole and I hope you enjoyed it as well!
