UMI
I was briefed to create an identity for the launch of this annual and one-of-a-kind music festival that is built on community and inclusivity. The look was all about a celebration of various creative talents coming together for a good time.
Service
Identity design | Social media branding | Event branding
Client
Mamakashaka
The festival strives to build an inclusive and diverse community around creativity and music. With this ethos in mind, I developed the logo to showcase the natural, sincere connection music (M) builds between people (U and I).
The colours and typography design are deliberately visual, upbeat and naive. Organic shapes in the colour palette further push the logo into other spaces as we started using them in signage, decor and animation.
Social Media
Since our audience lives on social media, we developed much of our communication around this. We prioritized a highly visual direction on Instagram as there was a lot of information to divulge as the schedule was announced and audience engagement was pushed. The brand identity colours and shapes spread over an extensive grid and created impact and cohesion.
