Self initiated - Branding, art direction, graphic design

 

A case study on a disco and funk music festival held in San Francisco, Ca. The art direction of the event pulls from 70s aesthetics to reference the era of the music while blending this look with a modern style. Every aspect of the branding, from typography and coloring to iconography and illustrations, embraces a focused and consistent theme. Utilizing a limited but explosive color palette, Groovalution brings a soft and approachable design approach that makes the consumer feel engaged, playful, and excited.