CORPORATE IDENTITY
COMMUNICATION
GRAPHIC DESIGN
PHOTOGRAPHY
EVENT PLANNING
COMMUNICATION
GRAPHIC DESIGN
PHOTOGRAPHY
EVENT PLANNING
CONCEPT
In a project dedicated to the power of corporate identity, I chose to give the Swiss HipHop festival called Openair Frauenfeld a rebrand. It is a fictional project I should say, however I chose this specific festival because I believe it could be more than it is. As of now, it is known for its notable lineups but unfortunately also for its rather aggressive, mostly male crowd. It's not uncommon for people to believe that everyday rules don't apply at the festival, which leads to loads of room for disrespect, theft and an overall elbow-mentality.
In a project dedicated to the power of corporate identity, I chose to give the Swiss HipHop festival called Openair Frauenfeld a rebrand. It is a fictional project I should say, however I chose this specific festival because I believe it could be more than it is. As of now, it is known for its notable lineups but unfortunately also for its rather aggressive, mostly male crowd. It's not uncommon for people to believe that everyday rules don't apply at the festival, which leads to loads of room for disrespect, theft and an overall elbow-mentality.
The festival's corporate identity hasn't changed much over the past decade, all of their content has always been black and yellow in combination with college fonts. Their four stages, which haven't changed either, are designed to reference metropolitan skylines, giving the whole festival an industrial look (which is a bit ironic, given the festival takes place outside a small town, on a horse racing track and in close proximity of a protected nature reserve).
My goal was to create a corporate identity that speaks for a more inclusive and peaceful festival with a strong sense for its community, while keeping in consideration, that it is the biggest Openair Festival in Switzerland and the biggest HipHop festival in Europe and therefore quite commercial.
PROCESS
To build that said sense of community, I started by brainstorming about what the Openair Frauenfeld meant to me and what more it had to offer other than its lineup. In other words: What are the most fun, memorable and genuine moments I experienced at the Openair Frauenfeld?
Was it the waking up with no hangover (yet) and getting breakfast for all of my friends? Was it the still-drunk-from-last-night afternoon pregames with my tent mates? Was it the delicious food (available 24/7) that we couldn't eat fast enough after exhausting ourselves in a moshpit? Was it the shower at 4:00 am we never had to que for that would wash away all the sweat and dirt? Or was it the waking up to moaning sounds from my bestfriend's tent in the middle of the night? I created a whole list of these moments and feelings that I cherished the most with the goal of using them to sell a lifestyle.
In addition to that, I definitely wanted to change the colours and general look to give the festival a softer, more inviting look. "Frauenfeld" translates to "womenfield" which is almost a bit ironic, considering the rather small amount of females in the crowd and especially on the stage! To challenge this status quo, I decided to go with a light shade of purple, the colour used by the feminist movement.
Lastly I really wanted to think the whole process of preparation for a festival through; what are the necessary steps that lead to a successful and memorable festival? I decided to plan and design a whole year worth of preparations and pitched the new branding in the shape of a time schedule from July (right after the festival) to next year's July when the festival is bound to take place again.
To build that said sense of community, I started by brainstorming about what the Openair Frauenfeld meant to me and what more it had to offer other than its lineup. In other words: What are the most fun, memorable and genuine moments I experienced at the Openair Frauenfeld?
Was it the waking up with no hangover (yet) and getting breakfast for all of my friends? Was it the still-drunk-from-last-night afternoon pregames with my tent mates? Was it the delicious food (available 24/7) that we couldn't eat fast enough after exhausting ourselves in a moshpit? Was it the shower at 4:00 am we never had to que for that would wash away all the sweat and dirt? Or was it the waking up to moaning sounds from my bestfriend's tent in the middle of the night? I created a whole list of these moments and feelings that I cherished the most with the goal of using them to sell a lifestyle.
In addition to that, I definitely wanted to change the colours and general look to give the festival a softer, more inviting look. "Frauenfeld" translates to "womenfield" which is almost a bit ironic, considering the rather small amount of females in the crowd and especially on the stage! To challenge this status quo, I decided to go with a light shade of purple, the colour used by the feminist movement.
Lastly I really wanted to think the whole process of preparation for a festival through; what are the necessary steps that lead to a successful and memorable festival? I decided to plan and design a whole year worth of preparations and pitched the new branding in the shape of a time schedule from July (right after the festival) to next year's July when the festival is bound to take place again.
check out my miro board, where collected all of my reserach and documented my process, here:
RESULT
From the first mark-the-date posters right after the festival took place, to business cards in the shape of stickers that could be used for scouting new talents or a website with an A-Z that answers most questions and a new map and merch, it's all included in the new branding. I designed a new logo which is a reference to the foldable camping chairs that are an indispensable part of the Openair Frauenfeld experience and thought of a new and more contemporary visual language. This included references to current trends like tooth gems and suede tracksuits, new fonts with chrome effects and challenging gender roles.
From the first mark-the-date posters right after the festival took place, to business cards in the shape of stickers that could be used for scouting new talents or a website with an A-Z that answers most questions and a new map and merch, it's all included in the new branding. I designed a new logo which is a reference to the foldable camping chairs that are an indispensable part of the Openair Frauenfeld experience and thought of a new and more contemporary visual language. This included references to current trends like tooth gems and suede tracksuits, new fonts with chrome effects and challenging gender roles.