South by Southwest 2021
The client - South by Southwest (SXSW) is an annual conglomeration of parallel film, interactive media, and music festivals and conferences organised jointly that take place in mid-March in Austin, Texas, United States. It began in 1987 and has continued to grow in both scope and size every year.
The solution for this brief was to design a new unique concept for the South by Southwest 2021 in Texas. I have to entice the creative audience from around the world to attend this conference. Bringing the world to Austin, and bringing Austin to the world. It is filled with creative people that breaths new ideas and exciting ways to do things. The target audience covers a wide range of people with one very important thing in common, they are all very creative and want to experience things that is out of the ordinary. They are visually literate and have seen almost everything that design has to offer.
I wanted the add-on logo to increase the functionality as a system and gives the event’s graphic department a clear, consistent, and strong foundation to build out the multiple communications needed.
The final add-on logo for the 2021 SXSW Festival contains two united arrows, from the original logo, that comes together to create an unique new shape. This shape consists of horizontal and vertical lines to give it a more dynamic effects that contributes to the concept of “directing the eye”.
These are the three outdoor posters that contains information about SXSW. The posters create momentum and energy by mimicking movement with the illusion of 3D typography. The vibrant and bold lettering should draw the viewer in to reveal information regarding the festival. Showing them that there is indeed more than meets the eye when it comes to SXSW 2021.
View the SXSW app through the following link
