Ton of Visions created a platform that provided an opportunity for national artists, local artists and local businesses to showcase their talents, products and services. This festival was a first of its kind. The festival had an even greater purpose: provide scholarships for local students.
Julive
Client
Ton of Visions
Role
Design
Creative Direction
Copywriting
Credits
Advertus Hoff, Project Management
Kyree Thames, Copywriting & Project Management
Najee Brown, Sponsor Acquisition
Media
Queen City News
Ration Station, Power 98
Sponsors
Ethica
Redbull
The Athlete’s Foot
Overview
I was hired by a local non-profit, Ton of Visions, I created the logo and brand system for the “Charlotte’s 1st Center-City Festival”: Julive. I set the creative direction for the festival. I focused on the key elements: logo, typography, and visual aesthetic, and everything else built upon these. There were some prints elements, yet the bulk of our deliverables were digital.
Problem
My client Ton of Visions needed a solution that would attract sponsors and festival attendees, nationwide. They had a great initiative and needed a visual voice that would speak to their intent. In the festival landscape, a very popular landscape at the moment, there were already major power players in existence. These festivals were and are annual events. Many were also taking place that summer. The festivals I included in my research had already gained brand recognition. My clients were competing against the likes of Dreamville, SXSW, Rolling Loud, and Broccoli Fest to name a few.
Recent Project
Goal
In designing for this festival I wanted to make sure that the graphics were visually appealing and striking. More importantly, I wanted to make sure the work translated to our audience and produced results: ticket sales, likes, shares, social media post saves.
Solution
The colors teal and purple have become synonymous with Charlotte thanks to the Charlotte Hornets NBA organization. “Charlotteans” and residents of surrounding areas were a large part of the target audience. Charlotte’s skyline is also very recognizable to the city’s natives. We leveraged these “assets” as we sought out to build awareness as well as familiarity with the audience. A homegrown festival through and through. Also, strict project deadlines called for the implementation of proven strategies in our decision-making.
The Numbers
Global Sponsors
3
Local Artists
12
National Artists
4
Sponsor Money Raised
$15,000
Takeaways
I learned that intentionality can produce great results. I learned that I can adapt to changing needs and I can delivery within extremely tight deadlines. I learned that I can lead a creative project that requires various deliverables. I learned how I can get better as a designer and communicator moving forward.
