Electric Root Festival
Summary
Electric Root Festival is a dynamic music festival that celebrates culture, community, and sound. Tasked with developing a comprehensive brand identity system for the 2024 festival, this project was selected as the winning concept among 24 competing designer submissions. Winning the pitch expanded the project's scope from a foundational brand guideline into a full environmental design system, focusing heavily on high-traffic festival wayfinding and spatial navigation.
Solutions
As a graphic designer for Adsposure, I work with clients across 12 different markets looking to advertise their brands. Some projects come in as client-made art ready for production, while others give me the opportunity to build a design from scratch based on the client's brand guidelines. Here, I created a full wrap design for the client Miller-Motte College. Full wraps come with their own set of considerations as the design has to read clearly at highway speed while still holding up to close inspection at a bus stop, and it needs to wrap seamlessly around windows, doors, and panel lines without breaking the composition. For this project, I focused on keeping Miller-Motte's messaging bold and legible from a distance while staying true to their brand colors
Deliverables
The design solution captures the electric, grounded energy of the festival's namesake. I developed a high-contrast visual language that balances organic textures with vibrant, electric color pops, ensuring the festival felt both rooted in community and cutting-edge in energy.
Because music festivals are high-stimulus environments, the brand guidelines were built with strict utility in mind. The chosen typography and layout styles prioritize high visibility under varied lighting conditions. For the wayfinding phase, I translated these brand rules into large-scale, high-contrast structural signs, color-coded stage pillars, and high-visibility landmark graphics.
My Role
I developed the winning visual identity system and authored the festival's official brand guidelines. Following selection, I transitioned into an environmental design role to translate the flat brand identity into a cohesive physical experience, designing large-scale wayfinding, stage identifiers, and spatial signage.
