- STEREO SUNDAY Festival is the largest free dance festival in the south of the Netherlands. The festival always takes place in the first weekend of July, on Saturday and Sunday. During the second edition, in 2011, over 22.000 visitors danced in the sunshine to the beats of some of Holland’s and Germany’s most popular acts and DJ’s.
The organization of STEREO SUNDAY consists of six very ambitious entrepreneurs,each with their own specialty. At the very first stage, when they were havingthe idea of organizing a free dance festival, they involved me in the process.
Eventually the name ‘STEREO SUNDAY’ comes from my hand.Later, I created the word mark and the brand image, the total corporateidentity (such as posters, flyers, booklets, stickers and merchandising) and the decoration of the four stages as well as the festival grounds. The design of the website is directed by me, as well as all other visual or graphic based communication.All of this was made possible by the professionals standing by my side during the process.
- Word mark and brand image of STEREO SUNDAY 2011
From the brand image (puppet) I have took various parts which I have used in the pre- campaign, to make people familiar with the brand.
- Poster Campaign
Above thefirst series of posters, which were used 4 months before the festival tookplace. There is a limited amount of information on these series of postersbecause they had to make the people curious and aware of the name, the date andthe fact that it is a festival without entrance fee.
Secondlythe poster which was presented to the audience which includes the whole lineup, additional information and a QR code, which leads directly to the homepage.
The entireposter campaign is presented in a radius of 100km around the festival grounds. Besides the posters there were also stickers and flyers in the same design.
Here are afew pages from the program book, which was distributed a moth before the firstfestival day. The program book includes, apart of the program, informationabout the festival, a route description and advertisements of sponsors.
- Time table,ground plan and merchandise shirts
On the timetable which is given out at the entrance of the festival, the visitors can seewhich act they want to visit, on the back of the time table there’s a map withall the area’s and bars.
There is aQR code on the time table which leads to the STEREO SUNDAY app, so visitors cansee who’s playing at the moment and what comes next.
- FestivalGrounds Decoration >>> MAINSTAGE
The greencharacter of STEREO SUNDAY is extended in the design of the Mainstage. Idesigned a wooden house amongst pine trees, which is asymmetrically build and hasextraordinary proportions. This was the house I drew when I was kid. I wantedto give the visitor the feeling that the DJ was giving a party in his gardenand they were all invited to come and party. The story is emphasized by thechildish clouds hanging above the house.
- FestivalGrounds Decoration >>> FOOD AREA
In the foodarea I used the icons of the poster campaign to bring the overall graphic styleto the festival grounds and to create recognition with the visitors. Besidesthat, the colourful banners give the area a festive look and feel. The lawn isespecially placed for the festival weekend to break the concrete surface.
- FestivalGrounds Decoration >>> TENT
In the tent,which can hold 8000 people, the tie which I have used in the poster campaign wasused in 3D. I designed a big chandelier with ties of 180cm. The chandelier hasa diameter of 6 meter and hung in the middle of the roof. With mirror balls anda lot of lights it was a real eye catcher. Behind the DJ booth a half circle withties was placed which drew all attention to the DJ’s.
- FestivalGrounds Decoration >>> DUTCH STAGE KIOSK
The themefor this stage was ‘being Dutch’ as all acts performing on this stage are artistsfrom the Netherlands. We have placed a typical music kioskso everybody from the large hip hop crew had a place on the stage and decoratedit with some old fashioned Dutch Tile banners. Especially with the sun goingdown and in the night this stage was full of atmosphere.