Ponderooza Music Festival (Concept)

Client

Self-directed concept project

The problem

A festival brand has to survive being blown up onto a flag and shrunk onto a wristband, and still be recognisable either way. The exercise was to build one identity flexible enough to cover every touchpoint an event needs, without it turning into generic festival gloss.

What I made

A full brand identity for a fictional Pacific Northwest festival: an illustrated bear mascot floating the Kettle River, a badge lockup that scales from flag to sticker to embroidered cap, plus site signage, a grounds map, passes and credentials, apparel and die-cut stickers. Ponderooza is not a real festival and is not affiliated with any artist or venue.

Images

The outcome

One badge system carried across roughly a dozen physical formats without redrawing it once — the clearest demonstration in this portfolio of an identity built to be applied, not just presented.