SweetWater 420 Fest 2012, Candler Park

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  • (Photo: ©2012, Chris Rank / Rank Studios, www.rankstudios.com)

    ABOUT SWEETWATER 420 FEST:

    Atlanta, Georgia's own SweetWater Brewery hosts the annual SweetWater 420 Fest to bring together the city for a celebration of Earth Day in Candler Park. The event boasts great food and music - as any good festival should - but also a diversity of arts and entertainment for the entire family.

    DESIGN APPROACH:
    The event wanted to make a special appeal to groups not typically in attendance of major city festivals. Bright and colorful vector illustration work was created to highlight the fun and friendly atmosphere of the park (as well as to showcase the environmental messaging of the event), but also sought to create a setting in which different groups could be highlighted - the obvious crowd present for the great musical artists, but also families, with artwork that would welcome parents to bring along their children.

    The "SweetWater 420 Fest" logo was pre-existing and the client requested it continue throughout the new artwork. The 2012 artwork was to be consistent with artwork from 2011, but with a refreshed and updated look.

    This was a very different style of digital art for me, as it is not one that I would normally work in. However, I think that it achieved in communicating a vibrant Earth Day event with an appeal to the entire family, and for that reason, I consider the key art and print collateral to be successful.
  • The final vector illustration.
  • To promote the event, posters highlighting the musical artists while also showcasing the artwork were designed. Postcards with similar design and messaging were also created. The posters and postcards were placed all around the city. Also designed, and shown below, were a custom "case tucker" and a one-sheet for wholesalers detailing the event's collateral.
  • Along with the design for Brew Your Cask Off 2012, an advertisement for SweetWater 420 Fest was also placed in "All About Beer" magazine.
  • SPECIAL THANKS:
    Festival Promoter & Principal, Happy Ending Productions: Jennifer Bensch
    Director of Marketing, SweetWater Brewery: Steve Farace
    Hype Promos: Kristina Finigan Geske
    Operations Director: Jill Gooch
    Communications, SweetWater Brewery: Francesca Zeifman
    Event Photographer: Chris Rank
    Web Designer: Josh Guss
    Printing: Ryan Cooper, President, Digital Marketing Services, Inc.
    The SweetWater Interns