Brand a festival of your choice, providing research, and a full concept for the overall visual deliverables - a poster, a Direct Mail invite, and a souvenir for the event.

For this project, I tried to step out of my comfort zone and picked something that I was wholly unfamiliar with - the Latino festival Dia de Los Muertos. To do justice to the culture (and to avoid misrepresentation), thorough research was done to find out about the history, development, rituals and symbols of the festival. After that, three key concepts that best represented the festival were selected, and then further developed to create a visual identity that would be more concept-focused than tradition-focused, to create a fresh take on the festival.

Through my project research, I found out how despite being the Day of the Dead, the festival was very much about life and vitality. Hence, I aimed to preserve that sense of brightness (and the cycle of life) by making the brand of the event more illustration-based, using a variety of motifs instead of just sticking to one static logo.