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NORTHCOAST MUSIC FESTIVAL
NORTHCOAST MUSIC FESTIVAL
BRANDING
Objective: Merge existing graphics with new elements to create a fresh approach to the festival's branding.
Deliverables: Logo update, website design, branding guidelines, flyer design.
BRANDING
Objective: Merge existing graphics with new elements to create a fresh approach to the festival's branding.
Deliverables: Logo update, website design, branding guidelines, flyer design.
SERVICE
Senior Art Direction + Experiential Design
AGENCY
IMC
YEAR
2024
Grand Seiko
For the annual GS9 Conference, we wanted this experience to embrace minimalism, allowing the brand to come to life in a new way. Guests were invited to connect with GS through harmony, humility, and a sense of shared experience.
Throughout the day, the tranquility of the space transitioned into deeper moments of connection through shifts in light, shadow, color, and set design. A neutral palette and the power of light were central, with projections guiding the mood and flow of the day.
THE SPACE
The space featured modern furniture, purposeful florals, soft coloring, and accents of blue. Attendees felt the warmth of sunlight filtering through the trees—the essence of Komorebi, a Japanese word that captures the beauty and wonder of light peeking through foliage, casting intricate, shifting shadows.
FROM DAY TO NIGHT
At the conclusion of the GS9 speaker panels we surprised the guests with a brassband performance. We then flipped the furniture within the Theatre space to a cocktail lounge that channelled the vibrancy of Grand Seiko's Tokyo Nights campaign.
