The assignment was to produce promotional and informational material for both before and during the festival. The foundations for the visual expression had been set since previous years and were retained so as not to lose recognition. But there was a wish to breathe some new life into it with new concepts and designs. The focus was on creating a stripped-down expression to highlight the message and a tighter use of colors and fonts to tie everything together in a more coherent way.
The strategy was to adapt the material a bit to the medium and target group. Clean and clear schedules and maps for families with children who were looking for the next activity, and more emotional and attractive artist presentations on social media for the young crowd.
Marketing efforts before and during the festival were mainly done on social media with a focus on experiences, activities and food offerings. The target group was both within the municipality and in surrounding towns. The festival was successful with over 100,000 visitors over the weekend.
