Wlf final boards

Each year the Calder Valley in West Yorkshire host an evening of spectacular lights events in the dark of the night called, Trio, the winter light festival. The event brings together three local communities who for one unite under the night sky surround themselves with parade of light.

BRIEF 13: WINTER LIGHT FESTIVAL

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Brief [Live Brief]

Visual

The Winter Light Festival is an annual event held in the Calder Valley, Yorkshire. In it’s third year of success the event was lacking any real brand identity or strong visual presence. We were approached by the organising committee to create a unique identity that would increase awareness of the event and in turn increase attendance on the night.

For the visual research myself and Lisa created three individual mood boards which reflected three potential ideas and ways of visualising light, these were Neon, Blur and Line. We investigated in detail into each of these over arching themes and found examples of both typography and imagery created from different forms of light. At this stage we felt like neon was most appropriate to the target auidence however we wanted to keep an open mind for the development stage and work with a range of idea and see how they work visually as a brand asset.

User The Winter Light Festival has a broad target market. The event itself is aimed at local families, coming together to celebrate light through a series of fun and engaging activities. The brand would need to communicate informational clearly with adults, whilst simultaneously carry a fun and engaging visual presence to excite children.

Deliverables -

On going documentation on Blog A minimum of 5 submission boards Brand [Logo / Colour Schemes / Typefaces] Poster Flyer Website Promotional Material

BRIEF 13: WINTER LIGHT FESTIVAL

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Pathway 1

Pathway 2

Pathway 3

Pathway 4

Myself and Lisa decided to each create seperate pathways and then evaluate our ideas and then decided which is best course of action to move forward. The first pathway was developed by Lisa and focused heavily on the use of Colour and well typography and copy. The idea used gradients to reflect and broad spectrum of colour and this could poitentially be adpated dependent on each years theme. The copy is also fun and engaging for the auidence.

The second pathway that Lisa created was heabily inspired from the line mood board. Light is made up of lines and spectrums of colour. This design reflects those ideals however we both felt that the idea was a bit to abstract given the auidence, I don’t think this concept translates that well with the auidence. It also feels a bit more serious than it does fun and this is not the tone of voice were aiming for with our solution.

We had initally decided loosely on the name Lux, however we didn’t know if they auidence we really understand this name it’s quite abstract. We therefore chose then Trio instead to reference the coming together of three communities. Within the this Idea that I developed I decided to look as how light is made up from pixel of colour is varying brightness, I think visually it is an effective solution however the event is not digital and therefore lacks relevance to the actual event as most of the light we be created using analog formats.

Myself and Lisa decided to collaborate together on this final solution which took aspects from all our designs which we felt worked well for the brand. The uses of two colours for the colour palette is effective in that it allows for visual variation which complicating the brand as well as keeping print costs down. We look went back to the moodboards and look at neon light, he draw heavily on inspiration from neon light, We felt this was a concept the auidence would relate to and understand, it is clear from the visuals it’s a night time event and the rounded typeface adds a playful and fun element to the asethetic.

BRIEF 13: WINTER LIGHT FESTIVAL

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Poster [Above] The Trio: Winter Light Festival posters will be distributed around train stations, public walkways and in shopping centres. They will promote the event and carry the same aesthetic as the programme, flyer and website to maintain consistency throughout the entire plan. The posters would be printed on a recycled stock, 300gsm.

Typeface [Left] The proposed brand identity uses a bespoke typeface inspired by Light and Dark. The Typeface was designed with the event itself in mind and uses subtle gradients to provide the illusion of light falling on the type.

This gives depth and character to the design and it solely unique to this brand. The bespoke typeface can be used for promotional material, and titles where relevant. Atlas Grotesk is used for body copy within the programme and website etc.

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Programme Open [Right] The Trio: Winter Light Festival Programme would be distributed at the beginning of the event when each visitor would receive a tote bag containing promotional material. The programme will include key events taking place as well as location, time and a small description. This will also include a map in order to show where each events are taking place.

The programme will also be available on the website prior to the event taking place.

Logo The proposed logo was developed from a bespoke typeface. The simplicity is key to communicating the message and engaging with the audience. We decided to re name the event Trio: Winter Light Festival.

The Winter Light Festival thus becoming a subtitle. Trio evolved from our research, and represents the three main villages and towns within the Calder Valley that organise and present the event; Sowerby Bridge, Hebden Bridge and Todmorden. As the event was predominantly about bring community together we felt this was a perfect solution, providing impact and encouraging interest in the event.

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Flyer [Above] The Trio: Winter Light Festival Flyer would be used to promote the event and would be distributed in and around the surrounding villages and towns. It would be available in local cafe’s, shops and schools etc. The flyer uses the bespoke typeface and is simple, communicating relevant information about the evening and directing the audience to the Website for more information.

Website [Left] The proposed website design is a responsive website and will include contact details, a digital programme, a gallery of past photographs from recent years, and any relevant information about the upcoming event. The website will be a one page, simple layout with navigation that will take the user to the relevant section on the page. The branding will be carried through to the digital online presence, maintaining consistency across both print and web.

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