Ponderooza Festival, Spec Brand Identity

Ponderooza is a self-initiated festival identity concept. It is not a real festival, and it is not affiliated with, endorsed by, or commissioned by any artist, label, or organisation named on the poster.

Sector: Music festival branding Year: 2022 Scope: Identity, illustration, poster, apparel, merchandise, and wayfinding

This concept imagines a new cross-genre festival in BC’s interior launching alongside established events. The identity needed to feel rooted in the landscape, rather than like a generic festival brand dropped into it.

I used animals as the festival-goer cast, creating a system that could carry beyond a logo. Wildfire imagery anchored the concept in regional awareness, while distinct colour treatments gave each day of the imagined weekend its own character.

The circular badge was designed to hold from a flag down to a cap.

Each character went into a reusable library so the same cast could appear across posters, flags, and embroidery.

The poster is fictional and not affiliated with the artists or organisations named on it. I drew it in Illustrator over a sketch, foreground first, working back.

The concept extended into a site map and wayfinding system.

The identity was applied across apparel, passes, programme collateral, stickers, props, and site signage to test how the system performs across touchpoints.

This is concept work, built without a client brief. It is the clearest example of how I build a flexible visual system from one illustration and carry it through a full set of touchpoints.