Concept
LIGHT AS A PROCESS. The brief was set by a fashion tutor to pitch to brand an event in the Calderdale region called the Winterlght Festival. The festival is a community project that includes live music, light installations and art amongst other light related attractions. 2014 will be its third year.
For our pitch, myself, MIke and Suzanne wanted to use the concept of light as a design process to communicate the unique quality of the festival, and produce something more interactive that reflects the importance of their community involvement.
Elizabeth Tyrer
Brief #1
OUGD603
Winterlight Festival Pitch
Research
As our concept involved using light as a design process, we researched into methods of design where light is utilised to affect the final product. This included looking at RGB installations, where different coloured lightbulbs display different pieces of text or
image, photograms, where a negative image is created through light exposure, and glow in the dark ink. Each of these methods is unique, innovative and would help to create a more original identity for the Winterlight Festival.
Elizabeth Tyrer
Brief #1
OUGD603
Winterlight Festival Pitch
Research
For the branding and identity of the festival, we again wanted to utilise and represent light in a sophisticated manner. We focused our research on clean, contemporary design for branding and promotion, with a particular emphasis on playful and conceptual logo
marks, interesting formats and sans serif typograhy. We felt that these design elements would complement the light process imagery we intended to use by acting as more of a blank canvas, allowing the imagery to be the main attraction.
Elizabeth Tyrer
Brief #1
OUGD603
Winterlight Festival Pitch
The Development
The logo was inspired by light waves, but our first logo ideas seemed quite sharp and aggressive. We developed the logo to be a thinner weight, with more rounded edges so that it would appear softer and friendlier, appealing more to the target family audience.
We also decided that as photograms looked so striking, we should carry this throughout the whole identity, including a special winter light typeface, which we would create out of objects relating to the given theme chosen by the Winterlight board members.
Elizabeth Tyrer
Brief #1
OUGD603
Winterlight Festival Pitch
The Design Typeface
Identity
Flama Basic is the typeface for the third annual Winterlight Festival. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@£%&*()-+=’”/? Primary Colour Palette
Secondary Colour Palette
For the pitch we created a small, simple set of brand guidelines, examples of promotional materials and a website mockup. We wanted to demonstrate that light was the central focus. This is achieved in the logo mark with the use of light waves that create a ‘W’ and
with design outcomes that use arresting images and typography created using photograms. These are complemented by clean sans serif typography and a primary black and white palette.
Elizabeth Tyrer
Brief #1
OUGD603
Winterlight Festival Pitch
The Design
Several promotional outcomes were shown to the clients in the pitch to demonstrate the possibilities of using photograms. The benefit of this method is that it provides a consistent aesthetic, whilst being adaptable to any theme the festival chooses.
As the focus is on the innovation of the actual design, the formats that we pitched to the clients were quite simple and traditional.
Elizabeth Tyrer
Brief #1
OUGD603
Winterlight Festival Pitch
The Design
Elizabeth Tyrer
OUGD603
Brief #1
Winterlight Festival Pitch
The Design
We also pitched the idea of the festival programme being an interactive format to appeal to a family audience. A plinth with 3 different coloured light bulbs would each display different parts of text on special pages of the publication, providing different
information underneath each light bulb and heightening the audience’s participation with light whilst at the festival.
Elizabeth Tyrer
Brief #1
OUGD603
Winterlight Festival Pitch
The Design
The website would have a simple, gridded layout that is simple to navigate, using our secondary colour palette to appeal to families and create a more memorable visual. We proposed a blog that would document the progress of the festival, as well as a count
down that would create a build up to the event. Images of past festivals would also be displayed so that visitors can know what to expect and gain a better understanding of the festival prior to the event.
Elizabeth Tyrer
Brief #1
OUGD603
Winterlight Festival Pitch