Voorpret, a Dutch word meaning the excitement one feels while in anticipation of a long-awaited event, is the name of this case study’s music festival. The conception of the project was triggered by the cancellation of all live music concerts during the covid-19 pandemic and their transfer to a yet indefinite future date. Being great music lovers ourselves, we felt an urge to design the image of our ideal music festival so as to have something to look forward to. For the sake of this imaginary project, we claim to be the creative studio which the event planning company addressed in order to design the brand’s identity and all elements needed for promotional reasons as well as for the well-tempered realization of voorpret music festival. The logo was designed as part of the branding, while to further elaborate the visual identity we focused on a variety of elements such as posters, one-day and multiple-days admission tickets, concert credential tags for the press and the artists, banners and the festival’s merchandise. The teaser posters, meant to be released way in advance of the music festival, intend to whet the audience’s appetite as they reveal very few information with the headliners’ lyrics as their main feature. The posters to be released a bit later, in the run-up to the festival, include more details regarding the venue and the lineup. The graphic illustrations applied throughout the branding elements were carefully selected and the shapes used aim to convey the burst of enthusiasm and thrill prevalent during a concert, the energy of a dancing body, and the feeling of experiencing a group spectacle. At the same time, the bold color contrasts seek to turn heads and intensify suspense.
