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Case Study

Vanfest

Services

  • Identity Evolution
  • Illustration
  • Brand Collateral
  • Marketing Collateral
  • Signage
  • Motion Graphics

Project Overview

Vanfest draws thousands of young music lovers to the country each year. Developed to support and strengthen youth culture and community tourism, evolution of the music festival’s 2019 and 2017 identities continues to progress from the original brand.

NSW is a thriving hub for music festivals. So when you’re competing with FOMO, Field Day and Secret Garden, you need to make an impact as a festival of choice.

How do we promote a brand that people want to be part of?

Vanfest 2019

Subtly reworking the brand’s prominent identity while maintaining an on-brand look and feel, 2019 design integrates the festival’s ‘city meets country’ slogan with iconic outback illustrations, including tents, trains, tractors, railways, taps and water tanks. Cool teals, muted pinks and earthy browns continue the identity’s recognisable sunset gradient, alluding to the day to night celebrations.

Vanfest 2017

Pulling iconic colours from the nineties, 2017’s soft, bright palette is impossible for passers-by to miss. Progression of the brand’s sunset motif brings eye-catching patterns to the fore, expelling major ‘pool party’ vibes as an attraction for young women – the event’s main demographic. The festival’s iconic eye has been grown into a fully formed character, with illustrations of adventurous Vanfest icons boasting a fun, flirty appeal.

Applications for both years range from small to large scale, with consistent design rolled out across band posters, main stage design, side scrims, bars, recycling and campground signage, billboards, social media, motion graphics, Snapchat filters and the website look and feel.

The Vanfest event reached 2,546,300 Facebook users, with 102,360 video views and 6,389 post shares – successfully achieving key objectives in securing ticket sales for its annual festival.

Thank you for everything along the Vanfest journey. You guys did such an amazing job, from start to finish. I’m incredibly proud of the branding. I look forward to potentially working together again in future.

Matt Clifton
Managing Director, MJC Group

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