House of Creatives Music & Arts Festival

the Brief

The House of Creatives Music & Arts Festival, based in Miami, Florida, approached the Gupta Media design team to refresh their branding for the 2018 festival season. The big pain points about the existing branding was that it was too clean, too vector-based, and felt much too corporate for the more natural, experimental vibe of the festival.

defining the brand

As a team, we zeroed in on key brand characteristics the new branding should embody. It needed to be bright, organic, layered, complex, and embody the setting of the music festival.

The creative process moved from several rounds of mood boards, that focused on color, pattern, and imagery, into three unique brand packages that put those visual decisions into practice.

BUILDING THE BRAND

The final brand concept used hand drawn linework illustrations and vibrant swaths of color to capture the natural landscape surrounding the music festival. The festival’s logotype is a totally custom creation, with variations that use just the initials of the festival’s name.

To further support the festival and their new brand, Gupta Media’s team designed and developed a new website, along with all of the social media marketing and festival admat posters.

You can experience the branding in action at https://hocfest.com/.