03 // IOW 300.2
Event Branding
Project Brief
The project consists of developing a suitable visual language for a fictional awards event that centres around the concept of a change maker. The design direction is inspired by a well-suitable persona and sponsor to anchor the event campaign, with the necessary collateral for a wide range of outdoor, online and operational platforms.
Deliverables
- Outdoor media
- Goods bag
- Promotional gift
- Event programme booklet/brochure
- Event passes/tags
Design Strategy
INNER CITY is a celebration of nature through art and sound. With carbon emissions on the rise, entrepreneurs within the concrete jungle of central Johannesburg have creatively started utilizing the rooftops of buildings as Hydroponic farms to supply local businesses with fresh, green produce. This event celebrates the beauty of nature and serves as a fundraiser for these entrepreneurs to grow their business and help reduce carbon emission levels.
The design of the brand is mainly modeled after the dynamic DJ duo Eli and Fur. Their sound is like nature, ever evolving and free, full of the vibrancy of the sun and deep and, melodic and enigmatic like the forest. Their harmonious connection with each other and their music speaks through the brands design, particularly in its colouring and patterning.
Their persona also enforced the choice of sponsor, Anjunadeep, as they are the duo’s record label and focus on the sort of vibe the event is going for. The label has also been gracious enough to provide us with some of the supporting acts for the event, each with their own unique style and vibe fitting of an event of this calibre. They are also joined by local artists who are making waves in the Afro, melodic house and techno scene.
Redo
The redo consists of changes made to the vertical narrative. The main changes were made to layout, with the persona mood board being adjusted and moved to better show off the inspiration behind the event. More information about the brand, the persona, and the sponsor has been included in this section to make it more clear to the viewer. The style guide has been updated to improve the layout and tighten everything up so that it flows better for the viewer. In this section the colour palette has been made more clear. Changes to the logo design section were made to improve layout and introduce more hierarchy. The final logo was made more clear in this section. Finally, overall type within the vertical narrative was adjusted for legibility and corrections to grammatical errors were made.
Event Conceptualisation
Early conceptualisation explored different change-maker events.
Mood Board
The mood board captures the vibe and color that the event aims for, showing off deep and cool colours in abstract and geometric form. That raw, enigmatic feeling is captured in Eli and Fur's music who are also shown in the mood board.
Logo Development
