Visual Design

What The Craft

Tools

Adobe Illustrator
Adobe InDesign
Adobe Photoshop

A collection of marketing assets that are curated to encourage attendance to a fictitious craft beer festival, What The Craft. The goal is to promote the event via a unique brand identity.

Design Brief

The objective of the project was to work with a team to create a body of advertising assets to gain maximum engagement for a craft beer festival. Our challenge was to create a simple identity including naming, logo design, social ads, posters and a website. As a visual designer, I decided to steer away and explore more branding opportunities, such as packaging design, and digital and print assets to be used across all marketing collateral.

Ideation

Since this is a fabricated event, it is up to the team to develop a story that will help us cultivate an authentic brand. By identifying our main target audience, we funnelled the event information, services and products with clear key messaging and market material.

Who

Primary: 19+ young adults, beer/cider enthusiasts, medium to high income
Secondary: Local Breweries, food vendors

What

Name: What the Craft
BC Craft Beer and Cider Festival
3 days of fun, beer, music, food and everything in between.

Why

To support the local beer craft industry.
To learn about new beers from local breweries.
Bring together the best independent breweries of the province.

Moodboard

The moodboard is a visualization of the inspiration images, colours and theme of the overall brand. We are aiming for a hip and funky look that appeals to the younger demographic.