Skurupsfesten | Festival branding. Euclid Circular B
Skurupsfesten
| Festival branding.
Skurupsfesten
| Festival branding.
About:
Skurupsfesten is a family-friendly music festival held in Skurup, Sweden, featuring live music, local food, and various activities.
Agency: Hybrid State
Project manager: Paula Wilson
Graphic Design: Andy west (me)
Agency: Hybrid State
Project manager: Paula Wilson
Graphic Design: Andy west (me)
Skurupsfesten
Skurupsfesten
Graphic design. Festival Branding
Graphic design. Festival Branding
2022
2022
Project overview
Project overview
The promoters of Skurupsfesten reached out to Hybrid State to handle the festival’s graphic design, print materials, social media, and business invites to promote the festival. The challenge was creating something that would connect with a wide audience, from kids, families and teenagers to older rock 'n' roll fans. The design needed to be fun and lively for the younger crowd, while also offering a touch of sophistication to appeal to the older festival-goers. With so many different performances and activities, the design had to bring everything together without feeling cluttered or overwhelming.
Context & challenge
The promoters of Skurupsfesten reached out to Hybrid State to handle the festival’s graphic design, print materials, social media, and business invites to promote the festival. The challenge was creating something that would connect with a wide audience, from kids, families and teenagers to older rock 'n' roll fans. The design needed to be fun and lively for the younger crowd, while also offering a touch of sophistication to appeal to the older festival-goers. With so many different performances and activities, the design had to bring everything together without feeling cluttered or overwhelming.
My role
For this project, I handled the entire design of the digital signage solution from research and wireframes to usability and user testing, all the way to final implementation.
For this project, I handled the entire design of the digital signage solution from research and wireframes to usability and user testing, all the way to final implementation.
Tools
The promoters of Skurupsfesten reached out to Hybrid State to handle the festival’s graphic design, print materials, social media, and business invites to promote the festival. The challenge was creating something that would connect with a wide audience, from kids, families and teenagers to older rock 'n' roll fans. The design needed to be fun and lively for the younger crowd, while also offering a touch of sophistication to appeal to the older festival-goers. With so many different performances and activities, the design had to bring everything together without feeling cluttered or overwhelming.
Context & challenge
The promoters of Skurupsfesten reached out to Hybrid State to handle the festival’s graphic design, print materials, social media, and business invites to promote the festival. The challenge was creating something that would connect with a wide audience, from kids, families and teenagers to older rock 'n' roll fans. The design needed to be fun and lively for the younger crowd, while also offering a touch of sophistication to appeal to the older festival-goers. With so many different performances and activities, the design had to bring everything together without feeling cluttered or overwhelming.
My role
My role
For this project, I handled the entire design of the digital signage solution from research and wireframes to usability and user testing, all the way to final implementation.
Tools
Research & Insights
Organizing the project
The project was organized into two design sprints: Design Sprint 1 (Youth Day) and Design Sprint 2 (Main Event Days).
Youth Day kicked off the festival as a standalone event, featuring three artists and its own promotional campaign. The main event followed, running for three days with four artists performing. Within the main event, a two-day Oktoberfest celebration added to the festivities.
For each event, we created a range of promotional materials, including prints (A2, A4), handouts (A5), and social media posts
Organizing the project
The project was organized into two design sprints: Design Sprint 1 (Youth Day) and Design Sprint 2 (Main Event Days). Youth Day kicked off the festival as a standalone event, featuring three artists and its own promotional campaign. The main event followed, running for three days with four artists performing. Within the main event, a two-day Oktoberfest celebration added to the festivities. For each event, we created a range of promotional materials, including prints (A2, A4), handouts (A5), and social media posts
The project was organized into two design sprints: Design Sprint 1 (Youth Day) and Design Sprint 2 (Main Event Days). Youth Day kicked off the festival as a standalone event, featuring three artists and its own promotional campaign. The main event followed, running for three days with four artists performing. Within the main event, a two-day Oktoberfest celebration added to the festivities. For each event, we created a range of promotional materials, including prints (A2, A4), handouts (A5), and social media posts
Artist inspiration board
The first step was understanding the artists themselves. By analyzing their style and overall vibe, we gained insights into their unique audiences. A key tool in this process was the Artist Inspiration Board, which brought together visual references showcasing their work, past exhibitions, and the emotions they evoked. This helped define the target audience and guided design decisions, shaping everything from mood and color choices to the overall visual direction.
Artist inspiration board
The first step was understanding the artists themselves. By analyzing their style and overall vibe, we gained insights into their unique audiences. A key tool in this process was the Artist Inspiration Board, which brought together visual references showcasing their work, past exhibitions, and the emotions they evoked. This helped define the target audience and guided design decisions, shaping everything from mood and color choices to the overall visual direction.
Audience segmentation table
To organize the data, an audience segmentation table was created to identify key groups, including families, teens, and fans of rock and dansband music. Based on these insights, a set of design guidelines was developed to ensure the visuals resonated with each audience segment.
Audience segmentation table
To organize the data, an audience segmentation table was created to identify key groups, including families, teens, and fans of rock and dansband music. Based on these insights, a set of design guidelines was developed to ensure the visuals resonated with each audience segment.
Brand guidelines
Building on the research insights, a set of brand guidelines were developed. The guidelines remained some what flexible, allowing for experimentation with different elements and a broad color palette inspired by the logotype.
Brand guidelines
Building on the research insights, a set of brand guidelines were developed. The guidelines remained some what flexible, allowing for experimentation with different elements and a broad color palette inspired by the logotype.
Design development
Organizing the pictures
Collecting artist images posed a challenge, as some artists / labels provided high-quality official photos while others did not, leading to uncertainty regarding image rights. To advance the layout in cases where photos were missing, the highest quality stock images were used as temporary placeholders while image rights were being pursued.
Artist materials
Collecting artist images posed a challenge, as some artists / labels provided high-quality official photos while others did not, leading to uncertainty regarding image rights. To advance the layout in cases where photos were missing, the highest quality stock images were used as temporary placeholders while image rights were being pursued.
Working out compositions
Deciding and composing the artist images, as well as creating the collages, involved extensive work to cut out the artists and experiment with various combinations to find the most compelling visual groupings. Special attention was given to artist hierarchy, with headlining acts receiving greater visibility. For example, in the Youth Day event, the main artist, Pidde-P, was placed prominently at the center and slightly enlarged to enhance his presence.
Artist compositions
Deciding and composing the artist images, as well as creating the collages, involved extensive work to cut out the artists and experiment with various combinations to find the most compelling visual groupings. Special attention was given to artist hierarchy, with headlining acts receiving greater visibility. For example, in the Youth Day event, the main artist, Pidde-P, was placed prominently at the center and slightly enlarged to enhance his presence.
Pre-delivery
Since "Youth Day" was the first major milestone, the focus was on developing and finalizing its design first. Once the "Youth Day" design was completed, all subsequent designs were adapted from these initial deliverables. To ensure balanced layouts across various formats, such as social media posts, A5 prints, and large A2 posters, we explored different combinations of artist images and event details. Graphic elements inspired by the mood board were integrated, with adjustments to size, shape, and color to create a cohesive and visually appealing identity.
Pre-delivery
Since "Youth Day" was the first major milestone, the focus was on developing and finalizing its design first. Once the "Youth Day" design was completed, all subsequent designs were adapted from these initial deliverables. To ensure balanced layouts across various formats, such as social media posts, A5 prints, and large A2 posters, we explored different combinations of artist images and event details. Graphic elements inspired by the mood board were integrated, with adjustments to size, shape, and color to create a cohesive and visually appealing identity.
Deliverables
Deliverables
