Herstory
Festival Branding | Logo | Merchandise | Advertisement
Adobe Illustrator | Indesign | Photoshop
The HERStory Music Festival was an individual academic project about a female-centered hip-hop festival. I started by developing the concept and designing the digital/print marketing, social, web and festival promotional assets required including the festival name, logo, colours, landing page and merchandise.
Hip-hop originated as a movement of self-expression and response to social and political issues. As a previously male-dominant genre, many female hip-hop artists have emerged and also arose into counterattack historically. The name HERstory refers to a feminist perspective on history, emphasizing women’s experiences and the counterculture of hip-hop.
Logo
The logo conceptualizes the letters “HS” short for HERStory into the shape of a crown symbolizing the power and the voice spreading out like a flame. Hip-hop sparked as a movement that expresses self, dream, and freedom as a counterculture. Additionally, this logo is also used as a graphical element and patterns used across the marketing assets including posters and merchandise.
Colours
The primary colour- magenta, symbolizes empowerment, courage, and breaking through barriers –whereas pink qualities are often associated with strong female voices. Bright, contrasted colours show the movement and power of hip-hop, while navy adds depth and sophistication. The warm colour tone infuses positivity and a sense of summer. Collectively, these colours reflect the festival’s themes of creativity, unity, excitement, and community.
Merchandise
The pattern used on the merchandise is created based on the logo graphics.
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The large, bold sans-serif type creates a strong impact. The slight tilt and the use of different typefaces within the title are used to create tension.
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