Waterloo Arts Fest [Visual Identity Rebranding]

This student project revolved around creating a visual identity rebrand for the Waterloo Arts Fest, a yearly festival held in the Collinwood neighborhood in Cleveland. The festival needed a cohesive theme after multiple years of chaotic designs while also retaining a interesting sense to attract attention. In addition to the rebrand, we also were tasked in how the logo and design would translate across multiple mediums and deliverables including print, signage, and physical objects. The idea behind the logo is "retro", something that speaks to the area which has the famous Beachland Ballroom as well as many vintage shops right out in front during the festival.

Full Sized Logo

The logo can be utilized with each of the 5 colors cohesive to the brand
Original Sketch Work

Sketch Work Continued;  the logo would work more as a traditional street sign with areas corresponding to a color and a "Street name"
Other alternative logo drafts resembled traditional shapes and signage, including a parody of signs related to Cleveland's RTA bus system
Die cut stickers are a great giveaway item...and if they show up on street poles throughout the city, that's some great free advertising!
Exterior or Guide Book. The rigid, orderly logo is paired with a chaotic "marker scribble" background representing the art scene. It would be available to hand out in all 5 colors.
Interior page of the guide book. This is the map of the area, featuring the color palette and helping festival attendees on where to go.
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