Sunset Groove is based off of my concept of a new music festival taking place on Toronto Island. The festival is a soul music festival which includes jam sessions between the artists, beautiful views of the Toronto skyline during sunset, and a lot of groovin'!
The deliverables for this project included a new brand identity, vinyl album design, festival passes/wristbands, and merchandise.
A constraint for the project was designing a recognizable logo and brand that would stand out. I also needed the branding to look consistent on all the products, from a vinyl cover to a small festival wristband.
I based the logo off of key elements that defined the festival: the sunset on the beach, dancing, and a giant disco ball that would be hung from a crane at the festival.
Illustrator and Procreate were used to make design assets which showed movement and reflected the colours of the festival. I pulled inspiration for the dancing people from Soul Train, a TV show which aired for 35 years and featured r&b, soul, and hip-hop musicians.
I intentionally chose to use people without defined faces, allowing the viewer to imagine themselves as the dancers. The grey-scale figures also 'pop' with the colourful backgrounds.
The yellow and orange colours reflect the sunset at the festival while the blue reflects the festival's location, Toronto Island, which is surrounded by a body of water.
I chose different colours for the general admission and VIP passes because I wanted them to be easily distinguished from one another. I also wanted the passes to be fun, unique keepsakes for the festival attendees.
Other merchandise includes stickers and socks—for attendees who will be dancing their socks off!
