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Project Overview: Create a visual identity for the New American Soundscape Festival (FeNAM). The goal is to create an identity that brings Sacramento metro locals into the city and celebrates music over 7 days. The celebration will feature “chamber ensembles, jazz artists, brass collectives and emerging composers.” The celebration is multi-generational, multi-venue, with a mixed audience, ages 14-75
Project Overview: Create a visual identity for the New American Soundscape Festival (FeNAM). The goal is to create an identity that brings Sacramento metro locals into the city and celebrates music over 7 days. The celebration will feature “chamber ensembles, jazz artists, brass collectives and emerging composers.” The celebration is multi-generational, multi-venue, with a mixed audience, ages 14-75
Design Process
Design Process
16-week campaign development, dedicated to learning the project. researching, which included a creative brief with general information from the client to the designer, a competitive audiet of 3 different competitors, triad development through a narrative and a matrix explaining language related to the topic, and creating moodboards based on the language found. to concepting this, including thumbnailing and concepting. Finally, execution and deliverables, including reviewing the deliverables and applying the chosen concept.
16 x 20 Event Poster
Bus Shelter
BillBoard
Banners
Social Media
On Site
Merchandise
Explanation
Explanation
I wanted my design to be bold, gritty, and eye-catching, featuring vibrant standout colors and a dark background. I chose this theme because jazz and blues, when they were first introduced, were not accepted by the public and were often referred to as “the devil's music.” The story of jazz and blues is one that required grit and sacrifice to become the widely loved music genre that it is today. I also wanted to create a system in which, with every new deliverable, a new character would be introduced. It started with the orange character for the 16x20 poster, the yellow character for the bus shelter, the purple character for the billboard, and so on.
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