The following packaging design project earned Best of Region for the Southwest in the 2015 Regional Design Annual—the most prestigious design competition in the USA. See more winners from the Southwest, and be sure to enter by the March 4 deadline!
Fun Fun Fun Fest, now in its 10th year, used to be the underground darling of music festivals, but “has evolved to become a crazy onslaught of diverse talent and entertainment,” says Luigi Maldonado, art director at Guerrilla Suit. The Austin-based studio led the event rebrand that judge DJ Stout says “is true to the name of the music festival it promotes.”
With a wide range of talent and genres, from Judas Priest and Wu-Tang Clan to John Waters and Sarah Silverman, the branding needed to have a broad appeal.
“To cohesively brand and represent the festival among all of these genres and longtime legacies was quite the task—and that was our main objective,” Maldonado says. Aperçu, a sans serif typeface, was carefully selected to do the heavy lifting and let the names of the talent shine.
Overall, simplicity reigned, as the team knew that the collateral would appear in diverse surroundings and platforms, from college campus bulletin boards and grungy bar walls to social media feeds and digital banner ads. The use of color served as a connecting force across all of the channels. “Sometimes it’s easier to thrive within limitations, and in this case, we only had one: color,” Maldonado says. “This particular palette of orange, blue, black and yellow existed in use since the festival’s beginning.”
What caught the Guerilla Suit team by surprise was how quickly things can evolve with a project of this type, such as an artist dropping from the lineup or a new one joining. “It’s important to get it right, so when developing our workflow for projects of this size that can change on a dime, we learned that we must consider this dynamic when creating our workflow and expectations,” says James Moody, Guerrilla Suit’s CEO.