branding
For this project, I started from scratch. I had to invent everything and make sense of what I was doing. The location of the festival is not insignificant, as I chose the place where I did my university exchange, where I spent six months and where I discovered surfing. The idea was to create a local festival for local people who are passionate about surfing, so that they could get together and share their passion. We imagined a festival taking place over three days, with a variety of activities, such as surf lessons, demonstrations, music, first aid training, workshops to raise awareness of environmental causes, invitations to athletes, snacks and drinks, all in a good-natured, family atmosphere.
For the name, I decided to give a nod to the local aboriginal population. This concept is very important to Australians and they refer to it very often. On the Sunshine Coast, in Queensland, the tribe is the Gubbi Gubbi. So I took the name as a tribute to this tradition. The date of the festival corresponds to the start of the summer season in Australia, and the locations are the main surfing beaches in the area, Alexandra Headlands being the most popular.
For the colours, I chose to keep the tones very colourful and warm, taking colours that are associated with the 'cool' world of surfing, with shades of pink, turquoise, yellow and off-white. These colours allowed me to be very creative with my other designs.
For the logo, I wanted to design something rounded and not strict, with a 'handmade' effect and as simple as possible. So I first drew the logo on a graphics tablet before finalising it. The two words that make up the name of the festival are in a very bold, imposing font and the whole thing is shaped like a surfboard. The logo and its colours can be alternated, as can be seen in the variations below.
I also created three patterns that were used in the poster of the event (see below). Those patterns were made to fit in with the graphic charter and be reused in subsequent creations. There's the pink hair, the blue wave and the yellow and blue beach.
motion design
I have taken the patterns I created on the poster (see below) and turned them into animations in their own right, to be used on digital media such as networks, in promotional spots, or at the festival itself on screens, for example. Everything was created using Adobe Animate, frame by frame.
So there's the pink hair, the blue wave, the beach, and the logo in all its possible variations. These visuals serve to attract the eye and bring a dynamic aspect and a stronger identity to the project, no longer frozen in time but in movement, supple and harmonious.
Of course, they are not intended to be used all together, but independently, accompanied by the logo and other visual assets of the brand.
promotion
Apart from the text, the entire poster was drawn by hand on a graphics tablet. I used the brand's warm and cool colours and graphics, and included recognisable elements. I played with the women's hair to give a touch of color in the image. In the background of the poster, you can see a beach with buildings in the background, a lighthouse and an inlet running inland. This is the most recognisable feature of the Sunshine Coast landscape, and the lighthouse is often featured in illustrative photos of the region. So I decided to reproduce these elements that are recognisable to the locals. Finally, I developed a range of formats for the poster, mainly for outdoor use, to be displayed in the local area.
merchandizing
I imagined derivative products that would be for sale on the entire festival, and in local stores afterwards. Each product is related to the practice of surfing or the festival itself. For example, I imagined reusable eco-cups, or bracelets that could be used during the festival. For more durable products in time and saleable in stores thereafter, I produced t-shirts, hats, gourds, and tote bags, all brandished in festival colors. The flagship product is the wax, which I declined and worked more.
