Laneway Festival
Event Collateral and Poster Design
The team at Laneway Festival inquired about my help to develop a festival campaign for their upcoming 2022 event. They wanted to focus on creating a magical music and festival experience while retaining the humanistic roots of how the event came to be.
The Process
Developing a magical experience
It was important to understand what motivates young people to attend music festivals. Most do it to escape reality for a night or a weekend. They do it for an artist line-up that is too good to miss. They also attend because of the feeling that the overall festival presents to them through branding, retailers, musicians, art installations, and event organizers. Having a magical brand identity would help set the tone of the experience and allow for other aspects of the festival to fall into place. Furthermore, creating a bit of magic.
Setting the tone
Keeping true to the roots
It was crucial that, whilst making a magical festival experience we maintained the values of the brand. Coming from the laneways in Melbourne where in the beginning they forgot to put a roof over the stage, or they didn't use a production manager, they put the event together themselves with their own hands.
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We wanted to communicate to the viewer that the festival was magical, but also had a raw human voice throughout all touchpoints.
