FESTIVAL IDENTITY CONCEPT
Inspired by the natural beauty of Payson Park, the festival’s visual identity places viewers at the heart of the experience—overlooking the shimmering waters of Back Bay, surrounded by lush summer greenery, with the Portland skyline stretching across the horizon. The illustrations and colors capture the essence of a vibrant Maine summer, evoking a sense of warmth, energy, and local charm, with a subtle reference to Portland’s iconic old port signage. The sky transitions toward the golden hour, adding depth and ambiance to the illustration.
DESIGN DEVELOPMENT
Bringing this vision to life began with hand-sketched layouts of the park, bay, and skyline, carefully mapping out key elements of the scene into our composition. These sketches were then illustrated, vectorized, and colorized to create a cohesive yet dynamic identity. Additional supporting design elements representing Portland and Maine were created to reinforce the festival’s identity and location. The chosen color palette reflects the warmth of a Maine summer, with bright greens and blues complemented by striking pops of sunset yellows and pinks, creating an inviting and lively aesthetic. The logo lockup went through many iterations but we landed on a clean, classic san serif with the state of Maine outline incorporated.
FINAL BRAND & STYLE GUIDE
After finalizing the branding 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.
MARKETING STRATEGY
Effective festival marketing drives fan engagement and ticket sales. When we create a festival brand, we also lead its high-level marketing creative strategy, designing adaptable templates that ensure consistency and efficiency across all promotional efforts. These templates provide a strong foundation for messaging throughout the season, allowing for seamless execution as new experiences and announcements roll out, reinforcing a cohesive visual identity across all touchpoints.