Title:
Electric Gardens Music Festival

Scope:
Brand identity

The purpose of this brief was to create a cohesive new brand identity for the Electric Gardens Music Festival with the objective of distinguishing the festival from its competitors. Electric Gardens Music Festival is a one-day electronic music festival held in major Australian capital cities. Their brand needs to appeal to its target audience of 18 – 35-year-old electronic music fans and be memorable in a competitive music festival market. In designing the collateral, the aim was to make the merchandise appealing and worth promoting.

The concept utilises digital collage, inspired by the parallels that collage in art has to the electronic genre in music - mixing, blending, and re-interpreting existing work to make new compositions and forms. 

To appeal to the young target audience, the brand identity was both modern yet incorporates the old-school nostalgia associated with music festivals. The collages fuse the electronic and garden theme with references to hands (as the skilled craft of DJs) and galaxy motif which alludes to the open spaces, lights, and night of festivals. The branding is designed to be flexible, allowing for new themes each year.