Project Background
The project involved designing a new brand look, posters and other printable, as well as managing paid digital marketing and creating a social media strategy.
During the festival of 2023 I also worked as photographer.
After Effects
Illustrator
SoMe
Online marketing
Role
Art director, graphic designer
Timeframe
July 2023 - February 2024
Results
After the rebranding, interaction increased by 214% on feed posts.
With a total budget of 20 000 SEK, the Meta Ads-campaigns reached an audience of 300 000 unique viewers, with a CTR of 2%.
Background
Before I started working with Hugo Parkfestival, the festival was still in the early and formative stages, but had begun to establish itself firmly alongside other festivals niched to the same genre of music. The festival was in need of clear direction and the development of a unique visual profile in order to be perceived as a serious up-and-comer in the business.
Identified problems
• Hugo Parkfestival wanted a personal and reusable design, that wouldn't have to be updated each year, and that represented the core of the festival.
• They had fallen behind competitors in the implementation of motion graphics and video editing.
Elements
Stylized tree branches as the main design element. The branches were to be used both as still images and animated.
Colours
Previous profiles had lacked direction, lots of bright colours and colour splashes without much strategy to support it, which for a long time was the predominant visual style for many music festivals in Sweden, oftentimes with a beach theme. I started by mapping out what was unique about Hugo Parkfestival.
The main characteristic of the festival is the location. It's held in a relatively small park, hence the name.
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Improvements
Since Hugo Parkfestival attracts visitors of various demographics and age groups, I tried to make the new design more gender inclusive.
Final iteration
As the branches and main graphic element had a somewhat cartoon-y look, a halftone-filter was added, to complement the style.
Light green for main text and illustration stroke.
Medium dark green as the primary green.
Dark green for backgrounds fields and text.
Off-white for text and accents.
Deliverables included a complete graphic profile with fonts, colours, and graphic elements. Including templates for social media, for both still images and videos, and various printed products. I edited raw video footage that was recorded during previous instalments of the festival for background videos, to be used for social media posts as well as ads.
I created several kinds of separate templates for informative posts, and artist announcements, as well as a Lightroom Preset for image editing to create a cohesive feed.
