»
CLIENT: Festival 4 Stars
DATE: 2012
BRIEF: In Partnership with OPTISITE LTD we were asked to Re- Brand an already well known national talent competition that has been running for 10 years within the music industry. The aim of the project was to bring the brand up to date and help it break through into the main stream rather than focusing solely on singing and dance academies for its entrants. It was imperative that the brand was to remain a symbol of prestige and quality within the industry, however it was necessary that it become more approachable and vibrant to attract new interest. The new identity had to be fair and accessible to everyone regardless of age, sex and race, however the brand is predominantly targeting people within the 12-18 years old range. Past winners include Current Recording Artists, X-Factor and TV Stars.
RESPONSE: When creating the brand identity I wanted to move the emphasis away from the image of a star they previously used, due to the market being saturated by images like this. Instead we chose a striking symbol combining a dancer and a singing face reaching for an invisible star. The symbol is neither male nor female, black or white and non-age specific. It's designed to be a strong shape representing prestige and excellence and to be usable on awards as a recognition of achievement. With a distinct lack of quality imagery from previous competitions, we decided to take an illustrative approach to the ad campaign: the illustrations symbolise reaching for the stars, and realising dreams. We utilised a bold colour palette contrasted with black and white imagery, giving the illustrations a dreamy eclectic feel.
