Brief/Context
The client (121) has approached me to design a cohesive visual solution for their upcoming festival. The deliverables include a poster, lanyards, wristbands, and a map. Each of these elements should have a unified design that aligns with the festival's theme and branding.
The Concept
After researching the 121 Festival and its core values, I found their core principle: “Kaitiakitanga” which is a Maori concept which means Protection, Preservation and/or Sheltering. The festival's branding message focuses on 'looking after the seeds that have been planted and the seeds that are yet to grow.' Using these beliefs as the foundation for my design, I created a flower as the central motif. The flower's design incorporates a 'sound wave/sine wave' pattern to represent the festival's musical focus on drum and bass, where DJs often use waveforms to mix their tracks. This design not only ties into the core values of Kaitiakitanga but also creates a visual connection between nature and the festival’s music, reinforcing the idea of growth, protection, and the preservation of both culture and the environment.
Deliverables
Art Direction, Festival Branding, Poster, Lanyard/ID Badges, Wristbands, Map, Bucket Hats, Media Marketing
