The design direction for Colourway was fuelled by the inspirational people that attend this festival. What the target audience is interested in and the feelings and reactions that are affected by the design were of utmost importance when creating these pieces. Colourway festival goers tend to be care-free, earth-loving people who are interested in having a good time in a fun-loving environment.
This design is a fresh, more refined and innovative take on the Colourway Folk Festival's old look.
The different ideas for this event branding redo were developed through extensive research and mindmapping. The ideation process was incredibly enjoyable to build on, with the fall/summer theme and bohemian inspirations it was right down my alley.
Starting with idea building, mindmapping & moodboard, then moving onto sketching, the process that was taken for designing this event brand was clear... fix errors with the previous branding, add an innovative element and website, and make the overall look and feel better reflect the festival's vibe.
Once sketches for the theme, logo, AR animation, and website were produced, they were reviewed by the client. Then revised based on feedback from the last review. Once they were digitally rendered in Adobe Illustrator, the first round of revisions were made, followed by another revision after the final option was decided upon.
After all revisions were made and the final designs were decided on, the theme was then used for all ads, website, and mockups to be finally reviewed. This was also the process used for the festival logo itself, as is needed issues resolved for better rendering and usability.
The final theme was a perfect design for Colourway’s Folk Festival! Changing and adding onto the already existing design makes this new look exactly what will bring in more festival goers.
The colours used are earthy tones to attract the target audience’s down-to-earth vibe. Since their festival is in September, embracing the spirit of fall, summer, and the warm colours that come with it were very important.
The fonts are unique, fun, and styled to reflect the care-free emotions and lifestyles of their target audience.
The innovative twist using AR technology for animating the logo and the new website allow this new brand to reach many more people and will add to their already large audience.
Scan the coloured logo below with the Artivive app to see the animation!
