PEELfest
PEELfest
PEELfest is a music festival highlighting musicians from the Peel region.
12 weeks
12 wks
branding
motion
festival
wayfinding
PEELfest is a concept for a music festival concept highlighting musical creatives and businesses from the Peel region: Brampton, Mississauga, and Caledon, for music lovers and by music lovers. It also serves as a social and networking hub for professional and independent musicians, a refreshing alternative to Toronto centric events, communities, and venues.
branding!
Key Features
Brand purpose
Its purpose is to highlight musical creatives and businesses from the Peel region and help them connect with other artists in Ontario and beyond. Proximity to Toronto makes people opt for a more active community for their creative endeavours, either for making or finding art and businesses, for a good reason. For the considerable amount of attendees and visitors outside of Toronto, a lot of their “fun culture” unfortunately depends on constant Toronto access. This festival is meant to flip the script and reject the notion that you can’t have creation, enjoyment and networking outside of Toronto.
Essentials
1 : Colours
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PEELfest is Blue and pink, a contrast representing the duality of the festival rather than the two peak times of the events (day, night). Although commonly associated with gender, I wanted to take a spin of the common attributes related to pink and blue and make them work together.
Heart clef: a bass clef and a treble clef joined together to create a pink heart, a connection to the brand slogan For the love of local sound.
Spike like shapes throughout assets, adding sharpness to the overall roundness of the brand.
Paper-like and halftone textures, to represent the rawness, accessibility and DIY feel of the festival.
Halftone effect and layer blending modes intentionally picked to give off a riso printed effect, layering strong colours and gradients.
2 : Shapes and spikes
The idea of a mixed media animation is what cements the paper like look that I wanted the brand to give off, beyond photos and beyond static imagery. Each frame, six of them per second, were individually scanned and drawn on with paint markers and coloured pencils. I then added the text on After Effects.
The idea of a mixed media animation is what cements the paper like look that I wanted the brand to give off, beyond photos and beyond static imagery. Each frame, six of them per second, were individually scanned and drawn on with paint markers and coloured pencils. I then added the text on After Effects.
Brand Applications
1 : The Polo
Staff uniforms designed as polos for style while ensuring that they are easily identifiable through its large heart cliff placed in the front.
2 : The Website
A virtual guide to how the festival works and how to purchase tickets, for mobile and desktop, with both featuring English and French translations. Link!
3 : The Banner
With food and small businesses being a vital part of the festival, beyond music, large banners would direct festival goers towards them.
4 : The Wristband
A version of ticketing made for people who don't have access to phones, reusable for all days of the festival and durable to avoid waste
5 : The Digital ticket
Primary form of purchasing tickets, avoiding paper and plastic waste well increasing portability.
6 : The Water Bottles
A festival without water is a disaster waiting to happen. Branded water ensures that the beverages come from within festival boundaries.
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Wayfinding Series
Motion-based wayfinding and directional signs on reusable displays to avoid paper and plastic waste.
The spikes, the confetti and the heart clef are made to represent the fun involved in this festival, leaning into that joyful, youthful look. Uniting the spiky and the round for an interesting composition was my way of making the audience engaged, and ads a sort of complexity to the overall simpleness of the brand.
The spikes, the confetti and the heart clef are made to represent the fun involved in this festival, leaning into that joyful, youthful look. Uniting the spiky and the round for an interesting composition was my way of making the audience engaged, and ads a sort of complexity to the overall simpleness of the brand.
