The Brief:
The ask was to create a new music festival, choose a Canadian location, and build its brand identity and promotional strategy.
The Problem:
In an increasingly saturated festival market, the challenge was to identify a location and festival concept that could serve and attract an underserved audience.
The Insight:
Research showed that Vancouver lacked a large scale multi genre festival, with the only major event of this kind in Canada being Osheaga in Montreal. With experiences becoming a growing priority for younger audiences, this gap presented a clear opportunity.
The Solution:
Through visual research and experimentation, I developed a distinct brand identity and promotional campaign for Come On Over Festival. The dark theme and playful typography created a look that stands apart from many North American festivals. The promotional rollout, placed in locations where the audience naturally gathers, carried this system forward by pairing the identity with images of well known artists that stood out against the visuals and reinforced the festival’s bold character.
