“Sound of Dawn” is a hypothetical music festival that occurs during December 20th and 21st, the first weekend of winter in Inverness, California. The music and atmosphere are supposed to usher in this change with a gentle reminder to attendees that in spite of the darker months to come, light is always just around the corner. Musical acts range from folk and classic rock to more ambient and textured sounds. The identity is meant to encapsulate a warm embrace.
“Sound of Dawn” is a hypothetical music festival that occurs during December 20th and 21st, the first weekend of winter in Inverness, California. The music and atmosphere are supposed to usher in this change with a gentle reminder to attendees that in spite of the darker months to come, light is always just around the corner. Musical acts range from folk and classic rock to more ambient and textured sounds. The identity is meant to encapsulate a warm embrace.
Wordmark
Wordmark
Warmth, humor, movement, music, and introspection are all pillars of the festival spirit. To communicate this sense of warmth, hand-carved wooden sculptures and blocky wood type felt like natural references. The result is a custom drawn wordmark for the festival identity. To add motion and movement to it, I added a variable height axis to the wordmark that allows it to animate with a sense of rhythm that hints at a sound wave.
Warmth, humor, movement, music, and introspection are all pillars of the festival spirit. To communicate this sense of warmth, hand-carved wooden sculptures and blocky wood type felt like natural references. The result is a custom drawn wordmark for the festival identity. To add motion and movement to it, I added a variable height axis to the wordmark that allows it to animate with a sense of rhythm that hints at a sound wave.
visual language
visual language
Finding light in moments of darkness is the foundational motif that the festival identity was built around. In that, crafting a visual language that represented “light” in a scalable way was the primary aim. I wanted the forms that represented light to be formally related to it in some way. To do so, I settled on the counterform of the uppercase “O” as the foundational visual element to represent “light”. From there I applied it to the shape of sound waves hinting at the musical roots of the festival, as well as contextualizing it within abstract forms of “darkness” which together provided me a scalable set of forms to build the visual identity around.
Finding light in moments of darkness is the foundational motif that the festival identity was built around. In that, crafting a visual language that represented “light” in a scalable way was the primary aim. I wanted the forms that represented light to be formally related to it in some way. To do so, I settled on the counterform of the uppercase “O” as the foundational visual element to represent “light”. From there I applied it to the shape of sound waves hinting at the musical roots of the festival, as well as contextualizing it within abstract forms of “darkness” which together provided me a scalable set of forms to build the visual identity around.
The relationship between light and dark provided a fruitful avenue to further the visual language and build a more scalable system. Darkness is formally ambiguous and thus I chose to use that ambiguity to craft a series of illustrations that were meant to personify this sense of "darkness" in a way that felt light-hearted and playful. The various shapes of the illustrations also acted as various holding containers for images and other graphics.
The relationship between light and dark provided a fruitful avenue to further the visual language and build a more scalable system. Darkness is formally ambiguous and thus I chose to use that ambiguity to craft a series of illustrations that were meant to personify this sense of "darkness" in a way that felt light-hearted and playful. The various shapes of the illustrations also acted as various holding containers for images and other graphics.
digital application
digital application
To further facilitate introspection amongst festival goers, I developed a digital product concept called the festival "Lightbox". The "Lightbox" is a digital experience (I think of it as a personal diary) where attendees have an opportunity to document their experience in a digital environment that encourages perception and reflection. The functionality includes capturing images, writing down various notes/reflections during the festival, accessing their tickets and recording voice notes/sounds from the experience. Its simple, but it is meant to be a place for attendees to document their experience for future reference and memory.
To further facilitate introspection amongst festival goers, I developed a digital product concept called the festival "Lightbox". The "Lightbox" is a digital experience (I think of it as a personal diary) where attendees have an opportunity to document their experience in a digital environment that encourages perception and reflection. The functionality includes capturing images, writing down various notes/reflections during the festival, accessing their tickets and recording voice notes/sounds from the experience. Its simple, but it is meant to be a place for attendees to document their experience for future reference and memory.
With their own personal "Lightbox's", users also have the opportunity to share selected documentation/reflections to a community "Lightbox" hosted on the festival's browser based marketing website. The idea here being to use digital tools as a way to extend the experience of the festival and ultimately provide attendees multiple avenues to experience the warmth and comfort foundational to the festival's ultimate aim.
With their own personal "Lightbox's", users also have the opportunity to share selected documentation/reflections to a community "Lightbox" hosted on the festival's browser based marketing website. The idea here being to use digital tools as a way to extend the experience of the festival and ultimately provide attendees multiple avenues to experience the warmth and comfort foundational to the festival's ultimate aim.