scw creative

FronteraFest 2005

For the last few months, I’ve been working on the graphic design for FronteraFest 2005. During this time, I worked through several different concepts with the festival organizers. Above is the first draft of the final concept.

Because it’s the 12th anniversary of FronteraFest, we wanted something to do with the number 12, such as a dozen eggs. Notice the tagline, which at this point was, Expect the Unexpected.

In the next draft, the tagline changed to, Freshness Guaranteed. I tried to keep the egg carton illustration true to life by keeping the text on the carton, but in the end we decided it was too hard to read. The farmscape horizon line also changed color because it competed too much with the information in the forground. The hand also changed because someone thought it looked too creepy.

Pictured above is the final design, as it was sent to the printers.

I made more segments of sunshine, added more shades of red, flipped the farmscape, and rendered the text without perspective, not on the egg carton. The tagline has also been changed again, Guaranteed Fresh. And though I love the regular style of Zebrawood (the more carnival looking letters) of the second draft, we settled for the fill style. Legibility and all.

A few days before it had to be at the printers, I realized that it bore a slight resemblence to the cover of one of my favorite albums this year, Funeral by the Arcade Fire (see album art). This resemblance, absolutely unintentional, is interesting because I think it demonstrates how our brain processes, stores, and manifests information without ourselves being conscious of it.

posted Dec 2004 in collateral, illustration, print design, typography - permalink

FronteraFest 2004

Collateral design for FronteraFest 2004.

posted Sep 2004 in collateral, illustration, print design, typography - permalink