Clients: Laneway Festival x Torrens University
St. Jerome’s Laneway Festival is Australia’s one of the most famous music festivals in the last 15 years. It all began in 2005 when two friends decided to set up a unique setting in a small alley in Melbourne to feature new indie bands. Words began to spread and the small-alley music scene attracted bigger attendance and started growing in popularity. Laneway Festival has now expanded to Melbourne, Sydney, Brisbane, Adelaide, Fremantle, Auckland, and Singapore.
Laneway Festival (or Laneway) is a perfect blend of national and international artists. Laneway’s ultimate vision was to create a multi-stage festival and to foster the local music community. Globally-famous artists are the festival’s magnets while local artists have a break-through opportunity to share fresh music at Laneway. Australian artists such as Flume, A.B. Original, Flight Facilities, Tame Impala are now all recognised all over the world and it all started from their early days performing at Laneway.
The project involves creating brand new identity for Laneway Festival, from new logo, brochures, marketing materials to merchandising products. My proposed theme for the next Laneway Festival is “youngsters thrive in dreams”. Young festival goers are having the time of their lives, living their dreams to the fullest in great music and great companionship. The new word mark logo offers refreshing look, and fun-loving colourful illustration is core to the new brand identity.
The new brand identity was inspired by three iconic items from every music festival: Dreamy theme, a significant accessory (Headband) & the peace symbol. Young adults have always been encouraged to follow their dreams. They are at the crossroads, they are at the perfect age to seek new experiences and live their dreams without commitment. A dream-themed music festival is a perfect occasion for them to enjoy music and daydream about their ambitions, hopes, and plans. In this Laneway Festival, they can see themselves leave all worries outside the gate, let themselves go and dance to the rhythm of newly discovered music.
