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RAINBOW SERPENT FESTIVAL
Project Year
Project Type
My Role
Tools Used
: 2021
: University Project
: Re-Branding, Marketing & Re-Designing UI for website
: Adobe Illustrator, InDesign & Photoshop
PROJECT OBJECTIVE
To create a brand identity guideline for the Rainbow Serpent Festival, a vibrant multi-day celebration of music, arts, and culture in Australia. The guideline should capture the festival's spirit of diversity, expression, and storytelling, reflecting its growth from a small gathering to a renowned international event.
BRANDING PROCESS
After studying the brand and its events, I finalized a thematic color palette that reflects the festival's values. The chosen colors evoke feelings of joy, togetherness, and calmness, aligning with the festival's message. The colors are Pantone-Solid Coated and include their respective codes and names for easy reference.
#5EB3E4
C58 / M14 / Y0 / K0
R94 / G179 / B228
PANTONE 2915 C
#EBE717
C11 / M0 / Y98 / K0
R235 / G231 / B23
PANTONE 395 C
#8DD4BD
C44 / M0 / Y33 / K0
R141 / G212 / B189
PANTONE 337 C
#FF7F30
C0 / M62 / Y0 / K86
R225 / G127 / B48
PANTONE 1575 C
#244B5A
C88 / M60 / Y48 / K32
R36 / G75 / B90
PANTONE 7477 C
Typography & Logo Design
To begin the branding process for Rainbow Serpent Festival, I focused on choosing a typographic style and creating a logo that would embody the festival's core values and messages.
The festival's logo embodies its values of togetherness, unity, growth, and inclusivity. With defined clear space, the logo maintains its impact. Vibrant colors like blue and orange evoke feelings of peace, compassion, openness, joy, and energy. Consistently used throughout the branding, these colors create a cohesive visual identity.
Brand Graphics & Merchandise
I designed a range of marketing materials to promote the festival's brand identity, including posters, bands, admission tickets, and merchandise. Each design was carefully crafted to reflect the essence of the festival, using the brand's colors, typography, and logo. The goal was to create visually appealing and informative graphics that establish a cohesive and recognizable visual identity, capturing the festival's authenticity and significance.
Brand Website & App Design
Using the brand identity guidelines, I redesigned the Rainbow Serpent Festival website and app. They feature festival information, lineup, schedule, and location details. Consistency in visual identity was maintained with the same design language. Accessibility features were added to enhance user-friendliness and create an enjoyable experience for festival-goers.
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