FESTIVAL IDENTITY CONCEPT
As a festival celebrating Los Angeles as the Capital of Creativity and Culture, LA3C needed an identity that embodies the city’s artistic energy and ever-evolving zeitgeist. LA is a place where music, art, and culture collide, constantly reshaping the creative landscape. This concept captures that spirit through bold expression, movement, and handcrafted artistry, creating a visual language that reflects the city’s creative pulse while supporting the festival’s exciting and diverse lineup of artists.
DESIGN DEVELOPMENT
Before bringing the artwork to life through painting, we developed a strong conceptual foundation for LA3C’s identity. The goal was to create a visual language that felt bold, expressive, and deeply connected to Los Angeles as the Capital of Creativity and Culture. We explored typography, composition, and logo treatments that balanced structure with fluidity, ensuring the design could evolve across different applications. The black-and-white alternative logo sketch reflects this early stage of development, where we refined shapes, movement, and form before introducing color and texture. This process set the stage for the handcrafted acrylic paintings that would later bring the identity to life.
FINE ART / PAINTING
Utilizing fine art enhances the festival’s branding by grounding it in true artistic craftsmanship. We created acrylic paintings by hand, applying thick layers of paint with a palette knife to build rich texture and bold movement. We then photographed and digitized the actual paintings, preserving every detail of the brushwork and depth before integrating them into the festival’s visual identity. These pieces feature swirling, linear strokes of color woven together, creating a memorable identity and evoking energy and rhythm.
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.
