CASUAL
FRIDAYS
YEAR
DELIVERABLES
SOFTWARES
Winter 2023
Brand Development | Advertising | Co Branding & Swag
Adobe Illustrator | Adobe Photoshop | Adobe InDesign
Casual Fridays was a project completed in my Graphic Design Studios class. The assignment called for us to design the full collateral for a fictitious music festival. After choosing two music genres (mine were indie & classic rock), we were tasked with creating a logo, creative brief, brand & asset guidelines, print & digital ads and finally a festival kit. After going through many iterations, I settled on Casual Fridays. Held in Golden Gate Park, Casual Fridays blends well-known classic rock artists and up-in-coming indie musicians to create an authentic, creative, unique festival environment. Attracting both older, now business professionals wanting to relive their hay days and younger music appreciators wanting to let loose and vibe out to their favorite tracks, this space is for those who are united in seeking good vibes and a creative musical space. The collateral I created for this festival aims to reflect the nostalgic yet bold energy of the actual event.
Creative Brief
Need | The Why
This festival is for those who appreciate the classic rock oldies and the younger generation interested in new indie artists. Created is a space for those with an appetite to return to their hay days, and the enchanting atmosphere that their favorite artists composed.
Objective | The What
The objective of Casual Fridays is to seamlessly merge two genres of music that both value originality, creativity and authenticity to create an environment that calls for those to come as they are. The only prerequisite for this festival is to be prepared to encounter people of all ages embracing the weird and unconventional.
Strategy | The How
Both genres rely heavily on maintaining authenticity and individuality. Neither are too concerned with creating art that is already out there or making music that is not genuine to them. Every song that they publish stems from their own personal experiences and heartbreaks. Not concerned with the fluff of an over produced album, both the classic rock and indie genres release raw, sincere works of art, allowing us to peek through a window into their lives. By blending these two heartfelt genres together, a beautiful, unique experience is created for those interested in partaking. Inspired by scrapbooking and collage, the collateral for this project will include many layered elements to support the indie & classic rock hand crafted spirit.
Background | The Competition
After conducting my own research, I have not found any indie + classic rock Festivals, leading me to believe that this is an uncommon combination of music. Casual Fridays bridges the gap between two similar yet unique genres, yearning to be united.
Audience Demographics
The target audience of this festival is the older generation who still appreciate the classics like the Grateful Dead and the Beatles and also a younger demographic who grew up hearing about these talented artists and their magical work. It also attracts a crowd who enjoys newer independent artists that take inspiration from the classics yet maintain originality.
Mission Statement
Held in Golden Gate Park, Casual Fridays blends well-known classic rock artists and up-in-coming indie musicians to create an authentic, creative, unique festival environment. Attracting both older, now business professionals wanting to relive their hay days and younger music appreciators wanting to let loose and vibe out to their favorite tracks, this space is for those who are united in seeking good vibes and a creative musical space.
Brand Guidelines
Advertising
Co-Branding & Swag
