Developed to support and strengthen youth culture and community tourism, evolution of the music festival’s 2019 and 2017 identities continues to progress from the original brand.
NSW is a thriving hub for music festivals. So when you’re competing with FOMO, Field Day and Secret Garden, you need to make an impact as a festival of choice.
How do we promote a brand that people want to be part of?
Subtly reworking the brand’s prominent identity while maintaining an on-brand look and feel, 2019 design integrates the festival’s ‘city meets country’ slogan with iconic outback illustrations, including tents, trains, tractors, railways, taps and water tanks. Cool teals, muted pinks and earthy browns continue the identity’s recognisable sunset gradient, alluding to the day to night celebrations.
Pulling iconic colours from the nineties, 2017’s soft, bright palette is impossible for passers-by to miss. Progression of the brand’s sunset motif brings eye-catching patterns to the fore, expelling major ‘pool party’ vibes as an attraction for young women – the event’s main demographic. The festival’s iconic eye has been grown into a fully formed character, with illustrations of adventurous Vanfest icons boasting a fun, flirty appeal.
Thank you for everything along the Vanfest journey. You guys did such an amazing job, from start to finish. I’m incredibly proud of the branding. I look forward to potentially working together again in future.
