Enterprise of Graphic Communication
What went well/ positives
Since the beginning of this module I was very interested in the content of the brief, because it is a free of choice festival project, meaning that you can choose any type of festival you like. The majority of interest went into different music festivals, but I decided to go with something slightly different and still relate to music, so I created a dance festival.
I wanted to create a festival that would bring every one together from all over the world through dancing and music for two days. I also wanted my festival to be a way of communication amongst people, and to get away from the everyday life stresses. The festival would include any kind of dance from any culture, generation or place, but the main concept of it would be on modern dancing, generations from the early 1970s to current…For that reason the audience would be mostly people of this era (ages 8 - middle aged) and also people who are interested in music, dancing, choreography, singing…although that doesn’t mean that people go older generations or even people who haven’t had any of these experiences before can’t participate and be interested in this festival either. Right after sorting out my festival’s concept, I did a festival analysis on the name, location, period, hours, competitors, guests etc. I experimented with many different names but the best suitable name that I think covers the concept of my festival is 360° (united) because it is all over the world and the purpose is to unite everyone. Since it is a summer festival I believe that a great destination for it would be in a city in Madrid - Spain around July. The guests would mainly be dancers and singers. In my analysis I also included the main competitors to my festival such Tomorrowland, world of dance and Eurovision because they are all summer shows.
I wanted to look deeper into dancing in general since I didn’t really know that much about its history or how does it impact on culture so I researched on various cultural dances on different locations of the world and made a dance analysis including most of the modern dances worldwide. Then I also showed some examples of each dance based on their locations.
Now that I had a view on cultural dances from around the world I started doing research on practitioners art, referenced a wide variety of music, art, and dance festivals and also posters that I got a lot of inspiration from. I decided that I wanted my festival to be in a stadium and since the name is 360° I thought it would be a cool idea if the festival was taking place in a round stadium in Madrid. For that I looked into stage designs from other shows, concerts and festivals such as Block9 and stages of the main competitors to my festival: Eurovision, tomorrow land and world of dance. I was impressed by the block9 stage architecture although I think Eurovision stage designs take the lead as they are always outstanding and they resemble more to a stadium which is where will my festival be taking place. I also looked at 2D and 3D stage illustrations and analysis to get a brief example on how to do mine.
Then I looked at different examples of festival logo designs that were related into mine so I started sketching out potential logos. From an example that I referenced I decided to apply a splash effect in my digital logo which in the end worked out magnificently. I also looked at different examples of festival merchandise and wearables for inspiration. The application of my logo onto the wearables I think worked out quite well. I thought it would be fun If I made the tickets wearable as well, clearly for safety purposes and it would look very modern, so I turned the tickets into slap bands (something that I have witnessed and experienced before in a concert) using colours like black and white and with the logo - barcodes applied on them as well as the name of the seat at the bottom of each slap band.
Moreover, I wanted all my designs for the festival to be simple and have the same concept so I used only one typeface for everything (Bauhaus 93, because it is modern, bold enough and matches nicely with my logo design) and only colours such as black, white and shades of grey. Following this concept I created a facebook event page, vip backstage and all access passes, app icons for both android and iOS and also a mobile website. In the end, again following this simple technique I did dome templates for my final poster/ad display covering the positioning and size of all the poster elements, as the final piece worked out as well as I excepted it to. The whole poster look like it was been painted by a brush since I used to black brush lines to cover the text making a very nice contrast and matching greatly with my logo. Lastly I had to create my gif, so I decided to make an animated logo instead go making a promotional animated video. The process took me way longer that I thought but the outcome was better than I expected, simple and quick enough exactly as I wanted it to be.
Negatives & Areas of improvement
If I had the time to fix something in my project that would be my logo, because the fact that I used a splash effect on it made it impossible to use in smaller surfaces such in the wearables (hats, headbands, tickets - slap bands) so I had to create another simpler - clearer, illustrated version so the logo would look proper when scaled down on these smaller surfaces.
Furthermore, I would also change the design of my poster, because despite the fact that the final design worked out quite well, I wasn’t 100% satisfied with the whole look of it. I wanted my poster to look as simple and plain as possible and everything to be in perfect positioning but the sponsor logos at the bottom don’t fit as well as I thought they would, so the positioning of those logos os another thing that I would fix. Development wise, I think I did as much as I needed to, although I could probably do a bit more. For some minor improvements, I think one of them is the fact that I haven’t created a map or guide for my festival and also I have only made a mobile version of the festival’s website as well while I could have made a computer version as well.
What didn’t go well at all was the process of making my gif…Making my gif took me a very long time (even though I was very satisfied with the final outcome), I didn’t work a lot with after effects as it kept crashing for some reason…I mainly used photos animation, which is something that I have used before and know how to handle, but the entire process was exhausting as I had to keep fixing things that weren’t going the way I wanted them to and keep positioning and testing my gif until it came into its final form. Also the fact that the file was too large made my photoshop lag and freeze from time to time making it even harder to work on.
Despite all that, in general I really enjoyed this brief, I’m satisfied with all my designs and also learnt a lot from it.
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