Head in the Clouds:
Reconceptualization
For this project, I took the existing stylistics of the Head in the Clouds Arts and Music festival.
My process began with researching music festival marketing and branding, comparing how thematic each one is. Thinking of how Head in the Clouds is focused on Asian and Asian American music, arts, and cuisine
Analysing previous year's design patterns, colour usage, and materials. They typically use a lot of colour, 3D elements, and photo elements. My reconceptualisation focused on bold contrast in colour, contrasting materials, and reincorporating the skyline concept from previous years, but with a new emphasis on the literal idea of being within the clouds, rather than focusing on the skyline of the hosting city. My version is very brand-forward, with every element of the visuals coming back to the 88 Rising Brand. With the clouds featuring the alternative 88 dragon logo, the mountains being the traditional logo, and having the name of the festival be front and center rather than a secondary design detail.
3D graphics using Adobe Illustrator and Dimension
Email template made using Figma
