Typically we wait until a project is complete before featuring it as a case study but we are so excited to be a part of Connection Festival that we wanted to give a little sneak peek into the project. A few months back we had the honor of becoming a partner in the 1st Annual Connection Festival, a 3-day open air music, arts and commerce festival taking place in Downtown Jacksonville, FL September 12-14, 2014. The event features some really great music including Sugarhill Gang, Surfer Blood, Less Than Jake and 40+ other local, regional, and national acts. We at Sixth Gear were tasked with re-designing the brand and consulting on all marketing efforts, here is little insight into what we have accomplished so far.
When we first connected with the team at Connection Festival, we knew that with our branding skills and their amazing festival concept and impressive music lineup we could create something incredible. The idea behind the festival is to connect music, art and commerce through technology and making sure that the brand reflected that was our challenge. Their initial logo design represented each artist medium and we knew that our design needed the same collective pieces. We strived to create a logo that was able to connect all of those pieces without appearing busy and would also work in a variety of sizes and mediums. After sketching out numerous concepts we moved forward with the guitar pick shape as the primary mark accented by random paint splatters. From their we incorporated additional icons to represent the music, art, commerce and technology components of the festival. Lastly, we put together a color scheme with a rich yellow-orange hue synonymous with sunny Florida contrasted by an aqua hue that resonated with our coastal community.
When we first came on board the project, the existing website for Connection Festival, although lacking in aesthetics, was fast and easy to navigate, two characteristics we also wanted the new site to possess. Our first step was to take all the available content, expand upon it and organize it into clearly identifiable sub-pages which included completely new artist and music profiles that allowed festival goers to learn more about the individuals and groups participating in the 2014 Connection Festival. The result of our efforts was a clean responsively designed website complete with a ticketing portal that was cohesively designed to match the rest of the new Connection Festival brand.
The new Connection Festival brand and first round of website enhancements is only the tip of the iceberg in respect to this project. Stay tuned as we work on developing a full line of festival merchandise and work with the Connection Festival to create new marketing initiatives. You check out the new Connection Festival website at www.connectionfestival.com!