Since 2009 I have been working with Philly radio station WXPN on a great many projects, the centerpiece of which is their annual Xponential Music Festival. What began with an intrepid edition of posters led to entire campaigns of branding, collateral, advertising, product design and illustration. Here are a few highlights and details from last year's project, to give you an idea how it comes together.
The project typically kicks off in January with some logo options. This year we weren't reinventing the wheel; the previous year's logo was pretty sharp and well-received. This will be an evolution of sorts, not a teardown-rebuild. My first round of proofs contains a quick look at the previous year's logo, some very rough ideas and a swipe of inspiration images and colors. This is just a conversation starter.
As I mentioned, we decided at this point to do a refresh more than a complete redesign, so I put together another round of proofs that hit on that, with a couple side roads in for good measure.
The client ended up liking 3B and 4B, and asked for another round of proofs to test out colors. We ended up landing on the final design below, which I then prepared for use in a number of formats and situations (CMYK, RGB, grayscale, Facebook profile, optimized for small and large placement).
While the logo is still in process I am working on graphic treatments that will run throughout the campaign. This includes and textures, patterns, icons, imagery, and overall concepts that can tie the whole project together.
An early request for a co-sponsored web ad yielded a direction that I would later refine into a simple treatment. Though the imagery is pretty raw, I've landed on some textures, colors, and stacked stripes that work well.
This is about the same time when the t-shirt needs to get moving for an upcoming fund drive and the announcement of the headlining acts. The shirt design does not need to closely relate to the festival brand, which offers a nice opportunity to make something fun and engaging to wear. After two rejected options we hit pay dirt with this wacky bus illustration, something that the old hippies and young hipsters can agree on. Below is the initial illustration, and the design converted to two colors for screen printing.
Because it develops in dribs and drabs over several months, a project like this requires some big picture thinking to maintain a cohesive look. The good news is that it's clear in my head, the client understands what I am shooting at, and they trust me to communicate their message. I'll follow up on the rest of the project in the next post.