The project 💡

The event manager came to me with this request during my early design works. She did not have any idea of a possible visual identity for the festival, but she had many informations and inputs about the reason why it was established, what it was offering to its visitors and to the community, and moreover how she wanted it to be perceived from the outside.

TO DO 📌 • brand new visual identity from scratch • copywriting ideas for the promotional campaign • merchandise ideas in line with the festival

Issues 🧩

The principal unknown detail that had to be cleared was the target audience and the festival's visual references. Luckily, with some communication and lots of side questions, I managed to get a stronger idea of everything together with the event manager.

Approach 🔍

For the graphic elements I decided to focus on three main points: What, Who and How.

I choose to structure the typography around WHAT the festival was offering to its visitors, and for that I created custom letters which represent the different activities of the event.

For the color palette I wanted to give the idea of the community (WHO) and the territory that surrounds this event, so I took the colors from the natural elements the visitors could personally see during their experience.

For the copywriting I focused on HOW the event was going to affect the visitors experience so I centred the whole campaign on the concept of SLOW as a quality of life, emphasizing the word by matching it with different actions of everyday life.

The pattern is inspired by the aspect of topographic maps, which are often used by hikers, climbers, but also travellers in general. Since the typographic elements were really illustrative and complex I wanted to keep the pattern as simple as possible, still giving it the maximum visual meaning.

C.Z. Event Manager

Personal experience 🖇️

Thanks to this project I learned how to approach someone else's idea when it is just a primordial concept and the best methods to help them visualise it. One thing I would approach in a different way is the social media content and strategy, which at the time was not requested but have made a huge different on the archive content and continuity of the festival and its most enthusiast visitors.