Summerfest
Rebrand | Identity System
Art Direction: Gigi McGee
Summerfest is a seasonal event in the city of Philadelphia at the Delaware Waterfront, sponsored by Independence Blue Cross. This event invites the public to enjoy summertime festivities at any age. In this redesign, bright and bold elements emphasize the fun of this summer tradition.
Adobe Illustrator | Adobe InDesign | Adobe Photoshop | Adobe After Effects
A BOLDER LOOK
With no previously established design identity, it seemed that Summerfest needed a re-brand that showcased the fun and exciting nature of the annual event. With this redesign, the outreach could better target audiences of all ages to enjoy. The bright colors were chosen to feel like a summer sunset, alongside the accents of pink and teal for contrast. The graphics and typography are rounded and fluid to evoke boldness and movement.
FUN EVERY DAY
Multi-colored wristbands, each a different color from the palette can be used to represent different days of the week. This can become a collectible for teens and kids and encourage multiple visits to the site.
