FESTIVAL IDENTITY CONCEPT
Andrew McMahon’s festival identity draws from his bold, colorful aesthetic and the vibrant psychedelic artwork of the ’60s and ’70s—styles that deeply resonate with him. The concept plays with scale, portraying him as a larger-than-life, statuesque figure emerging from the ocean in a surreal, dreamlike composition. His signature floatie rides at shows are incorporated as playful, personal elements that reinforce his connection with his fans. Bright, saturated colors contrast with deeper tones of blues to create structure and depth.
DESIGN DEVELOPMENT
This identity embraces a dynamic, psychedelic visual language that showcases McMahon’s big stage energy and musical spirit. Fluid, hand-drawn typography for the logo lockup enhances the sense of movement, while a custom psychedelic-inspired look integrates seamlessly with the illustration.
ILLUSTRATION
The illustration flows seamlessly over the contours of Andrew McMahon’s face, with wavy, fluid lines that enhance his features and create a sense of movement. We brought the initial pencil sketches into Adobe to illustrate and vectorize them, separating the shapes as we applied color to the design. The floaties, a signature part of his stage presence, are woven into the design, adding a fun and recognizable touch to the overall composition. When illustrating key art we’re always keeping in mind how we’ll utilize color and texture to enhance depth and form, making them feel three-dimensional and visually appealing while easy to isolate for marketing purposes.
FINAL BRAND & STYLE GUIDE
After finalizing the admat design we established a toolkit of the visual elements. The style guide serves as a reference tool, streamlining the content creation process for our clients by cohesively laying out logo usage guidelines, color palette, typography, supporting graphics and background elements. The components of this guide and its effectiveness are at the forefront of our mind throughout the entire creative process.