Context & Objectives
Moving into the new year, Yonderville Music & Arts Festival is looking to revamp the design of their text logo and update the main illustration.
With the redesign, the aim is to:
Have a fresh new look with the expectation of attracting more/new festival goers
Refresh the illustration by incorporating stage assets that reflect the overall festival branding
Designer’s objective is to:
Re-design the text version of the Yonderville logo to match the clients new direction
Update the illustration by incorporating the Stargate stage design
Phase 1
Sketching & Brainstorming
This phase includes: a new illustration to be used for a variety of marketing assets such as line-up posters, social media banners, etc. The goal is to incorporate the stage set piece to tie in physical branding of the festival for maximum immersion and brand recognition.
The first step was to sketch out the set piece. The client requested a portal to be emanating from the arches creating an entrance into a sun-filled valley, mountains and lush greenery. The idea is to teleport the viewer to the festival before they even get there by just looking at the flyer.
Phase 2
High Fidelity Illustration
Upon clients approval of the high-level concept sketch, the focus was to finalize the illustration with additional reviews baked into the timeline. The main priority was figuring out the colors, effects, scale and dimension. The first draft of the portal was a bit spread out, letting the lush greenery fall out of it and spill into the “real” world. The colors of the valley are soft and welcoming and create a perfect contrast to the “cool” colors of the portal and its gems.
After the first review, the request was made to increase the scale of the portal and bring the arches closer to it. The arches themselves got a slight adjustment with blue trimmings and yellow gems, to perfectly mirror their “real-life” stage set-piece.
Phase 3
Logo Design
Once the illustration was wrapped up, it was used as an inspiration for the logo. The request was to make the logo feel organic and match the aesthetic of the illustration. A floral motif, with branches was suggested.
Phase 4
Flyer Design
With all graphic elements completed, the last task was to put all of those assets together and create a promotional lineup flyer. Both the illustration and the flyer design were made parallel to one another. The composition of the flyer, heavily depended on the composition of the portal and its archways, so multiple iterations had to be made before settling on the final design.
