FESTIVAL IDENTITY CONCEPT
When creating the identity system for Outside Lands our focus was on creating depth and conveying the feeling of being in Golden Gate Park with the ever changing San Francisco sky during the daytime, as well as the feeling of being there among the glowing magic at night with all the trees lit up.
The Isles of Outside Lands each contain a mini scene emerging from and floating over a mystical chasm containing rolling clouds and fog to connect them. Each island is themed to showcase a different aspect of the multi-faceted iconic festival. This concept visually reinforces the colorful, outdoorsy and welcoming vibe of the event, inviting the viewer in to experience each little world within the artwork.
DESIGN DEVELOPMENT
We began by choosing all of the festival experiences we wanted to highlight, sketching out the isles and various types of trees (eucalyptus and monterey cypress to name a few). Then forming and refining our composition into a final admat sketch.
PAINTING & ILLUSTRATION
We really wanted to incorporate a hand drawn feel for this identity, creating softer edges and more fluid contrast, which is challenging to achieve with only digital execution. So once we had put pencil to paper, and sketched out our admat composition, we hand painted each of the elements with monochromatic watercolor. We then scanned our watercolors and brought them in to Adobe to begin building the files.
DIGITAL REALM
Scan, digitize, color application. This is where it all comes to life! We centered our color scheme around the daylight blue skies into the lavenders and pinks of dusk, allowing the earth tones to unify everything.