In comparison to the first
release of the festival, the finalised identity was more representative of the
festival being both sport and music as the initial design was focusing a little
more on music branding. The graphics have been developed so that they can be
representative of each of the sections within the festival and the use of
colour has clearly identified each of the elements within the festival setup. The
success of the festival showed that the branding was effective, the ticket
sales were on target through the consistent social media content that ensured
people were aware of the festival and constantly reminded to buy tickets.
The initial posters and
design style caught the attention of the target audience straight away and soon
had a following online and an article published on the tab. The video helped to
set the mood for the festival but as the release was before a lot of the small
details were confirmed, it had to be fairly about the atmosphere rather than
the finer details of the festival. This was risky, but worked well to get a
little bit of interest in regards to the festival. If I was to continue working
with the company on the next festival, the content will be much easier to
develop as there is a lot of footage and images from this year’s event. This means
that the videos and social media content will not have to be as graphic based
and can focus on what the festival will actually be like, rather than the predicted
atmosphere.
Having produced a design that
can be sent around as an email header, the CEO decided that it would be worth
paying to advertise on Leeds Uni Tickets as this is a popular group for
students to look at - ensuring more awareness about the festival. The small
promotional decisions like this meant that the festival got a lot media
coverage and the content reached the intended target audience because all of
the platforms were saturated with the age group that the festival was aimed at.
This turned into a much
larger project than first anticipated as I was originally going to only design
the poster but innocently the manager of the company did not realise that that
would require a graphic identity and a fairly established style that would
drive all of the social media content. My role naturally increased within the
team and I became the sole designer for all elements in regards to the
festival. I found this project hard to do on my own and balance my other uni
work because I had initially only planned to kick-start the festival promotion
and then pass it on to someone else, but without the company knowing anyone
else I decided to take on the role as the sole Graphic Designer. I felt a lot
of pressure because everyone from the company would come to me with different
things that they wanted to develop and put out there in relation to the
festival which left me producing stuff nearly every single day for a couple of months.
This project has taught me a
lot that I will take forward to my personal practice after graduation, allowing
me to really understand the pressures of working with a group of people who are
not in the design field. It has taught me that they do not understand the time
that things take and the amount of work that will actually go into producing
all of the deliverables for a full festival identity. Although a really short
deadline can be motivating this project has shown that two identities had to be
developed as we were originally pitching an idea that wasn’t fully read to be
promoted, making it hard for me to make relevant designs other than through the
predictions of what the atmosphere will be like and what the team are aiming to
put together. In the future I would try to encourage a company to allow me more
time to produce a full body of work before anything starts to be publicly displayed so that 100% consistency can be ensured.
Overall I am really pleased with
the outcomes for the festival branding as it was my first experience of
designing for this kind of output and for the festival to successfully go ahead,
it has shown that the work that I produced met the requirements and visually
communicated to the intended target audience.
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