I was approached by the Strummin' Concerts Committee to create a visual identity for their 2016 concerts called Let's Dance. The concert was celebrating its 15th anniversary so they chose songs which would create a party vibe. The brief was to convey the idea of a party and to stir clear of associating the concert with David Bowie's song, Let's Dance.
The initial concept for the theme was to design a neon sign-inspired logo. My good friend, Lionel Attard started sketching ideas for the typography, taking special care to break the letters as if they were made out of neon tubes.
Without revealing the logo, we started hinting at the visual theme of the concerts in our promotional posts on social media. With Lionel's help, I developed gifs for cast calls.
Two months later, we realised that many events locally started using a neon theme, so I decided to take the brand in another direction. I tweaked the typography of the logo and rendered a 3D version of the sign.
When it came to the t-shirt design, I wanted to create something which could be worn easily on stage, but would also make sense outside of the concert setting. I wanted to create something visually striking and in line with Strummin's brand. I had been in the mind frame of thinking about genes and DNA because of another project, and the way cast members spoke of Strummin' becoming part of their genetic being. I thought it was such an interesting concept, one which I shared with them. By combining line-work and the idea of fingerprints, I created the 'S' fingerprint mark to symbolise the uniqueness of the Strummin' project. The mark needed to work with the Let's Dance logo too, so I made sure that everything gelled together perfectly.
The plectrums designed for the concert, which were to be used by the guitarists, were designed with the same idea for the t-shirts. The colours chosen for the picks were subdued dark colours with rich metallic prints. We never actually got to use these plectrums in the concert since they got lost in the mail. I hope they will show up sometime soon!
Sometime in September, I was approached by the Committee once again to design t-shirts which could be sold as merchandise for the concerts. The design had to be in one colour and work independently from the Let's Dance theme. After several brainstorming sessions and sketches, I decided to create a typographical t-shirt with lyrics from Don McLean's American Pie: Do you believe in Rock & Roll?
The design was later digitised and simplified to create the t-shirts the cast has grown so fond of.