The Adelaide Guitar Festival is the largest Australian guitar festival held biennially in Adelaide, South Australia. The event features local, national and international artists across a variety of genres including rock, jazz, classical, experimental, blues, contemporary and roots music.
I was asked to redesign the identity of the event and its promotional materials for next year's festival.
I started the project by looking at the past program guides of the event and I noticed that they continuously use thin sans serif typefaces for the event name and a guitar in the middle of the design.
The challenge of this project was to come up with an identity for the event that does not use a guitar and to make it look contemporary. I came up with an idea of designing a festival icon for the event that can be used in different materials to promote the event. Then for the name, I used four different typefaces with different weights to show that the event has different genres, moods, and tunes. I also designed a deconstructed guitar illustration with bright colours to show that the event is fun, festive and full of life. The illustrations are also composed of the important parts of the guitar.
Please note: This is a hypothetical design project only and is in no way affiliated with the Adelaide Guitar Festival and Adelaide Festival Centre. The company logos are property of the Adelaide Festival Centre and Bass Ticketing. I am the one who took the photos for the environmental graphics mock-ups.
