FIREFLY FESTIVAL
AREAS OF INTEREST • Branding, Logo Design, Illustration, Collateral Design,
TOOLS • Illustrator, Indesign, After Effects, Photoshop, Figma
INFO • I created a hypothetical brand identity for a music festival benefitting a Bay Area non-profit. CAA, or Chinese for Affirmative Action, was the non-profit I designed this music festival to support, so I created Firefly Festival to focus on AAPI artists and audiences and incorporated Chinese symbology. I found inspiration in traditional Chinese ink painting (danqing) and calligraphy, so my festival's identity was defined by the use of refined strokes with variable widths reminiscent of ink on paper. I made a variety of illustrations, patterns, and designs that remained true to the core of this identity; my designs balance a fine line of intricate and simple, modern and traditional, & textured and smooth.
Alternate Logos
Primary Logo
My process for this project began with researching CAA to understand the organization and decide what kind of design, theming, and overall feel the music festival should have. I compiled a presentation to inform my classmates about my organization.
I then brainstormed some identity attributes and names the festival might have based off of this research, and found visual inspiration for my festival's design.
I then choose my favorite 3 names I brainstormed and sketched 15 logo ideas for each.
Afterward, I refined five of my sketches for each name. I eventually chose the name Firefly Festival and pursued the sketch idea that combined the firefly and a lightbulb to emphasize brightness and joy. From there, I decided on my final direction and designed the final deliverables.
