Reimagining the NYS Festival of Balloons
Role: Systems Design, Visual Design, Branding & Identity Design
Duration: 12 weeks
The Challenge:
Redesign and refine the NYS Balloon Festival experience to increase attendance, awareness, and attendee loyalty in the Western NY area and beyond.
The Outcome:
A flexible, attendee-centered design system and brand identity that hints at nostalgia with refreshing new visuals. Helping the brand to hold on to it’s current audience while drawing in a younger audience.
Branding + Identity
Purpose
The NYS Balloon Festival exists to celebrate science, exploration, travel and modern achievement while inspiring optimism and happiness.
Positioning
By creating a valuable and unique experience for the community, we’re able to give back to local charities and organizations so they can continue to make an impact.
Audience
Primary: 34+
Secondary: 16 and under
Audience
Primary: 34+
Secondary: 16 and under
Final Logo + Simplified Mark
Rotating Taglines
with specific treatment
Color
Type
Type
Main Pattern
Iconography
Illustration Style
Photography Styles
The primary photography style is a looking up style. It shows balloons in a blue sky, with a hint of grain and heavy contrast in order to hint at nostalgia.
The secondary photography style is the fire action style. This showcases the scientific side of hot air balloons by showcasing what powers them: fire.
The third style of photography focuses in on the creativity of balloons by showcasing well known patterns that humans typically associate with balloons.
The final style of photography showcases humans looking away from the camera at balloons. By not showing faces, image viewers can imagine themselves as the human.
Marketing
To build awareness for the festival, billboards would be placed around the Western NY area.
Social media would be updated to showcase the new brand and reach new audiences.
New apparel would be available for purchase so that fans of the festival could show loyalty all year round which also serves as a marketing tool.
Festival attendees would have branded items that allow them to attend the festival and work as a keepsake for them to remember the year by.
Website
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