OVO Fest Wordmark
Adobe Illustrator, Adobe Photoshop
Motion Graphic: Adobe After Effects
Summary ✦
Design Focus
Concept, Branding, Visual, Information
Tools
Adobe Illustrator, Adobe InDesign,
Adobe After Effects, Adobe Photoshop
Creation Time
Fall 2024 [ 3 Months ]
Purpose
Academic Project
All trademarks belong to October's Very Own (OVO).
Tasked with developing creative concepts and tangible items for a chosen three-day festival for an academic project, this iteration of OVO Fest seamlessly blends modern and alternative design elements to create a dynamic, forward-thinking aesthetic. The design portrays Toronto's vibrant culture, emphasizing its deep connection to rap and hip-hop, while honoring the festival's iconic influence in the music scene.
Event Program ✦
Programs are designed to serve as a comprehensive guide for festival attendees, blending modern design aesthetics with clear and engaging communication. These bilingual materials (English and French) reflect the cultural inclusivity of the festival while emphasizing practicality and visual appeal. The programs not only guide attendees through the festival experience by showing where things are located (merchandise bar, washroom, parking etc.) but also act as collectible keepsakes as many concert-goers like memorabilia. The innovative use of gradients, bold typography, and flowing 3D create a cohesive visual identity that aligns with the OVO Fest branding, leaving a lasting impression.
Event Program
Adobe Illustrator, Adobe InDesign
3D Mockup: Adobe After Effects
Poster ✦
This promotional poster for OVO Fest reflects the festival's bold and innovative identity, merging modern design elements with dynamic visuals. The oversized, 3D "OVO FEST" typography takes center stage, using vibrant neon gradients and glass-like effects to create a futuristic and eye-catching aesthetic.
Physical Tickets ✦
Physical tickets merge practical information with bold, artistic visuals, creating not just an entry pass but a collectible keepsake that embodies the energy and innovation of OVO Fest. Each ticket incorporates a sleek black background with unconventional typography and vibrant gradients, creating a striking contrast that evokes energy and excitement.
Front of Physical Ticket
Back of Physical Ticket (Day 1)
Back of Physical Ticket (Day 2)
Back of Physical Ticket (Day 3)
Physical Tickets
Adobe Illustrator
3D Mockup: Adobe After Effects
Digital Tickets ✦
The digital tickets for OVO Fest offer a seamless, modern, and eco-friendly alternative to physical passes while maintaining the festival’s bold branding. Featuring a sleek black background, unconventional typography, and vibrant gradients, the design aligns with OVO Fest’s striking visual identity. Each ticket includes a dynamic QR code for secure and efficient entry, with all details, such as event dates and locations, presented bilingually in English and French to reflect the festival’s inclusivity.
Passes ✦
These passes are tailored for specific user groups, including Staff, Press, and Artists, ensuring functionality while maintaining a visually striking appearance. Designed for front and back, so no matter how your pass swings around your neck, it's readable and instantly gets you access in.
Visual Design ✦
Designed to embody an alternative and modern aesthetic, the visual identity incorporates glass lettering, 3D effects, and an unconventional type hierarchy to create a unique and bold statement. These elements work cohesively to reflect the innovative and energetic essence of OVO Fest while maintaining a sense of cohesion across all assets. The dynamic textures and experimental layouts break away from traditional design norms, ensuring the festival's branding stands out while resonating with its audience. This approach not only emphasizes creativity and individuality but also aligns with the forward-thinking identity of OVO Fest.
Visual Identity Guidelines
Typography and Colours
Special Edition of OVO Logo
Adobe Illustrator, Adobe Photoshop
OVO Fest Wordmark
Adobe Illustrator, Adobe Photoshop
Process Work ✦
A dive into the behind the scenes from brainstorming to finals of this festival concept design.
Visual Directions (Abstract, Representation, Symbolic)
Adobe Illustrator, Adobe Photoshop
Visual Directions
Tackling three different visual directions/design approaches: abstract, representational, and symbolic.
The abstract approach uses bold typography as the image itself, creating a visually striking design through dynamic type. It emphasizes form and composition, conveying energy and movement through the interplay of text and space. It’s type that does the talking.
The representational design utilizes illustrations to depict the headlining artists, capturing their likenesses in a minimalistic and stylized manner. By focusing on recognizable features without detailed facial features, it communicates identity through simplified forms and colour blocking, emphasizing personality and presence.
The symbolic approach employs graphic symbols and visual metaphors to convey the event's theme and playing with the "Certified Lover Boy" narrative that Drake is famous for. Using elements like postage stamps, hearts, and iconic landmarks, it evokes emotions and cultural connections, creating a narrative that resonates with the audience on a conceptual level. The symbolism enhances the story, emphasizing the event's significance.
Together, these approaches showcase the versatility of visual communication, demonstrating how different design philosophies can effectively convey messages and evoke distinct emotional responses even when designed for the same festival.
Typography Exploration
In this type exploration for OVO Fest, the focus was on pushing the boundaries of typography to create a bold and memorable identity that captures the event's energy and cultural significance.
I started with hand-drawn sketches, experimenting with fluid forms that hinted at the iconic OVO owl without being overly literal. The goal was to create a type treatment that felt organic and energetic, reflecting the dynamic atmosphere of the festival. From there, I explored more stylized versions, playing with curves and exaggerated letterforms to bring a sense of motion and rhythm.
At the digital iteration stage, I started experimenting with different weights and textures. I wanted the letters to feel alive and dynamic, almost like they're popping off the page. I wanted it to look like glass, adding depth and vibrancy. The colour treatment draws inspiration from the city lights of Toronto, tying the visual identity back to the city’s urban culture. The playful, rounded letterforms bring a youthful, energetic feel that resonates with the festival's audience.
Overall, this type exploration was about balancing bold experimentation with cultural relevance, creating a typographic identity that feels fresh yet authentic to the OVO brand. It’s a fusion of abstract forms, minimalism with intentionality and vibrant colors that come together.
Reflection ✦
This project was a chance for me to dive into two big design concepts: type as the image and creating a visual identity that works across a bunch of different assets. My approach was all about flipping the script on typography. Instead of just using type as something you read, I wanted to make it the star of the design, challenging myself to bring personality to type.
Type as the Image
I experimented with abstract forms to create typefaces that not only stand out visually but also enhance the overall aesthetic of the brand. The challenge was to push the boundaries of traditional typography while maintaining legibility and clarity. Instead of sticking to the usual setup of a heading, subheading, and body text in a neat hierarchy, I broke those conventions. I used scale and placement to keep the structure intact but gave it a fresh twist, making the type feel dynamic. Honestly, I was so proud of the outcome that I even put the poster on my own wall.
Developing a Visual Identity
Another key takeaway from this project was developing a visual identity that could be applied across various assets, such as promotional materials, posters, tickets, passes and an event program. I focused on creating a design language that was consistent yet flexible enough to adapt to different formats. This meant considering how each element of the design could flow into different mediums without losing the brand’s core identity. The result was a strong, recognizable look that could translate effortlessly from one asset to the next.
Through this project, I deepened my understanding of how typography can serve as a powerful image in itself and how a visual identity can shape the way a brand is experienced across different touchpoints.
Project Playlist ✦
The vibe of this project, through music.