Event branding - Roastie
Project brief
Develop an extended visual language for an awards event hosted by the Brand Council. We were tasked to come up with a new and unique award in the design industry and pair this with an appropriate sponsor for the award. the sponsor should be a brand whose brand mission is similar and aligns with the awards overall feel and mission. The chosen brand must inform the overall feel and design choices made throughout the project, and inform the overall visual strategy and extended visual language. we are also required to choose an event persona that should be inspired by a famous person. We are then required to apply this visual language to real-life situations such as event name tags, billboards and gif.
Develop an extended visual language for an awards event hosted by the Brand Council. We were tasked to come up with a new and unique award in the design industry and pair this with an appropriate sponsor for the award. the sponsor should be a brand whose brand mission is similar and aligns with the awards overall feel and mission. The chosen brand must inform the overall feel and design choices made throughout the project, and inform the overall visual strategy and extended visual language. we are also required to choose an event persona that should be inspired by a famous person. We are then required to apply this visual language to real-life situations such as event name tags, billboards and gif.
Project deliverables
1. Vertical narrative (event name, Brand Council and sponsor’s logo at the top, rationale, persona mood board, graphic assets, applications/mockups, screenshots of GIF)
2. GIF file
3. Process work in a pdf (Awards event and sponsor ideas, A3 map of persona answers, persona mood board, graphic
inspiration mood board and all other sketches and exploration.)
1. Vertical narrative (event name, Brand Council and sponsor’s logo at the top, rationale, persona mood board, graphic assets, applications/mockups, screenshots of GIF)
2. GIF file
3. Process work in a pdf (Awards event and sponsor ideas, A3 map of persona answers, persona mood board, graphic
inspiration mood board and all other sketches and exploration.)
Design strategy
My strategy for this project was to come up with a fun and relevant award that was particularly appealing to the young adult age group. The award I came up with is the Roastie award, this is awarded to the brand with the spiciest comeback advert to another brand that is being spicy about them or throwing a little bit of shade at them. Spice is defined in the urban dictionary as the act of being rude, feisty, mean or sarcastic towards someone for no reason. This award would go to the company with the best come back advert to another one that is "throwing shade" at them, thus making them "spicy". The visuals are thus inspired by spices and all their qualities. The brand I chose to sponsor the event was Nandos, as they always add a little bit of spice about current events to their advertising and their overall brand mission aligned with the mission of the Roastie award. Nandos uses bold shapes, patterns and colours in their designs so naturally, I did the same as their visual language has to inform ours.
My strategy for this project was to come up with a fun and relevant award that was particularly appealing to the young adult age group. The award I came up with is the Roastie award, this is awarded to the brand with the spiciest comeback advert to another brand that is being spicy about them or throwing a little bit of shade at them. Spice is defined in the urban dictionary as the act of being rude, feisty, mean or sarcastic towards someone for no reason. This award would go to the company with the best come back advert to another one that is "throwing shade" at them, thus making them "spicy". The visuals are thus inspired by spices and all their qualities. The brand I chose to sponsor the event was Nandos, as they always add a little bit of spice about current events to their advertising and their overall brand mission aligned with the mission of the Roastie award. Nandos uses bold shapes, patterns and colours in their designs so naturally, I did the same as their visual language has to inform ours.
My use of bright colours is not only inspired by Nandos though, spices offer a variety of bright and bold colours which is where most of my colour pallet came from. The use of charcoal/chalky inspired elements for the patterning and extended visual language is to show the fast-paced and sharp thinking it takes to create a comeback advert in a decent amount of time and make sure that you are responding in an appropriate amount of time for the response to still be relevant. The charcoal/chalk strokes were created in photoshop using a digital brush and then they were applied to the rest of my designs.
Process work
Sponsor and persona mood board and process
Media and pattern exploration
Logo exploration and development
Style guide
Our recipe
Here at the “Roastie Awards”, a little extra spice is added to everything. Sarcasm, snide comments, shade-throwing, witty and risky designs are the name of the game - the more spice they add to life - the better. Overall the “Roastie awards” focus on the multiple layers of meaning within a design and aims to enhance the “spiciness” that surrounds us all day, every day. This will be done by creating very textured designs with charcoal/chalk effects added to all the designs.
Spice-ography
The typography was inspired by charcoal and chalk strokes drawn on paper. This links up nicely with the main inspiration for the design, which is spice. The breaking up effect and speckled design of the font connect it to the spice.
The spice rack
Extended visual language
Who are you and why are you here?
Out door advertising
Digital advertising (GIF)
