New Cadence Music Festival
The intention of the New Cadence Music Festival project is to create a clean and cohesive brand identity. Altogether, the project includes research, concept development, logo exploration, a booklet as well as external applications. With a refined understanding of the of the design direction and the concept developed, it became clear that the festival offered old school and hop-hop music genres. Therefore, it was significant that the theme of the project remained cohesive with the genres as well as the performing artists. To execute the project, original illustrations were created to compliment he hand-picked font 'Philly Sans." With the illustrations and typography being the point of focus throughout the project, there was a successful outcome in designing an all around cohesive project. In addition, the project lead to new explorations of design directions that were both beneficial.
ABOUT NEW CADENCE
New Cadence aims to raise awareness on the amount of waste and non-eco-friendly materials being used and produced as a whole and within the event itself. In raising awareness, New Cadence will advertise the 3R’s concept, avoid the use of non-sustainable materials and provide pre and post interactive activities and programs.
METHODOLOGY
In brainstorming sketches, the goal was to maintain the ideas of what kind of event New Cadence is and what is to be expected. The New Cadence logo uses manipulation of the font Philly Sans. The logo is then loosely outlined to create a rounded and playful border. The idea behind the use of Philly Sans is to support the Hip-Hop and Graffiti theme of the event. The bubble-like outline is incorported to suggest the idea of comic theme, playfulness and fantasy.
NEW CADENCE INFO. BOOKLET
The New Cadence Information Booklet is intended to inform attendees, in the past, present and future of what is being showcased and offered. More specifically, the information provided covers when and where performers will take place, special features and its prices as well as other activities occurring during the event. The booklet itself takes the form of a relaxed graphic magazine intended to be used as a "coffee table book" as well as for other aesthetics or decoration. The booklet uses an abundance of hand-drawn illustrations along with the Philly Sans font family in correspondence to the loose hip-hop theme. In addition, the booklet follows the them of minimalism in order to contrast with the well-known chaotic world of graffiti and hip-hop.
EXTERNAL APPLICATIONS
To remain consistent with the given theme, the external applications created follow two themes of the project; that being minimalism, where black and white are solely used, and black background with he use of "popping colors." These applications also remain consistent in the use of illustrative design elements. The colorful external applications are used for advertising purposes to draw the audience to the bright colors. The lanyard is used specifically for attendee access where as the billboard uses the simplistic theme to also draw attention, but without causing distraction.
LANYARD & POSTER
BILLBOARD
HORIZONTAL WEB AD
