The dynamic MWMF brand
Each year MidWay Music Festival altered its brand to reflect the state of the world and current trends.
Client
MidWay Music Speaks
Role
Founder, Director of Creative Strategy + Innovation
Creative Direction
Brand Strategy
Visual Design
Research + Development
Trend Analysis
Goal-Oriented Design
When beginning conceptualization of each year's festival branding, I focused on a few key elements as inspiration:
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Market, trends, competitors
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Cultural events in the world
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Images from the previous year's event
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MidWay Music Speaks's brand guidelines/constraints
One of the additional benefits of these posters: you can actively see my growth - in both design skills and passion - over the years. As the designs got better, so did the brand's engagement and perception. Briefly explore the thought processes for my two favorite years below.
Related Projects
Year 5: The space between us
This year's festival (2021) was heavily influenced by COVID-19 and the affects of the pandemic on audience-members.
KEY ELEMENTS
1. Space
This is representative of social distancing orders and the space between all of us. Cheese-ily, I was inspired by being apart "but looking at the same stars."
2. Dark mode and Surreal, Neon colors
Reflective of design trends of 2021 and the surreal world created by COVID-19. This brand was meant as an escape from the harsh realities we lived in 2020 and 2021.
3. Playful font
This font pulled away from the typical typeface used within the MWMS brand to broaden audience reach, elevate the brand quality, and continue the nonprofit's efforts to strengthen their ties with IU college students.
4. Hand-drawn.
Limited MidWay merchandise featured designs by local artist Hadley Gephart.