the brand experience people
the brand
experience people
experience people
Leicester’s Design Season is a yearly festival that celebrates the city's vibrant creative community, with exhibitions, talks and workshops–promoting design, craft, education and business. Being Leicester based, we love this festival and have been involved since the beginning.
So how do you create an identity for a design festival?
That’s a question our design team has answered for the last 3 Design Seasons. Designing for a design community is always a challenge - they’re a pretty discerning bunch - Our approach to designing for a community is to get that community involved. We call this an Open Brand.
We believe that design is open to all. Irrespective of background, age or experience. Everyone is creative. For the 2021 festival, we developed an online design tool which handed the creation of the identity to the community – easily accessible to all. From primary school children through to pensioners, all were invited to co-create and put their creative spin on the brand. Capturing this spirit and placing it in the hands of all who interacted with the festival really allowed us to create an identity which truly reflected the essence of this annual event.
Through an intuitive website https://www.theopenbrand.co.uk users were given the freedom to create their own unique version of the brand built of the same base set of components.
Users were able to manipulate the brand in real-time using colour controls, image filters and a library of graphic and video assets. To take it a step further, users were also able to upload their own graphics for patterns and typography, to truly own their creations.
When the users finished their creation, they were able to name and save their very own take on design season. Downloads were optimised in both format and file size for sharing socially and spreading the word about the festival.
A copy of their creation was also sent to the cloud, which was easily accessible by the event organisers to use across an array of applications across the event, both on and offline.
The living logos concept proved a huge success amongst the community, with hundreds of submissions pouring in, helping to really put the focus on who Season is for – the people.
Through an intuitive website https://www.theopenbrand.co.uk users were given the freedom to create their own unique version of the brand built of the same base set of components.
Users were able to manipulate the brand in real-time using colour controls, image filters and a library of graphic and video assets. To take it a step further, users were also able to upload their own graphics for patterns and typography, to truly own their creations.
When the users finished their creation, they were able to name and save their very own take on design season. Downloads were optimised in both format and file size for sharing socially and spreading the word about the festival.
A copy of their creation was also sent to the cloud, which was easily accessible by the event organisers to use across an array of applications across the event, both on and offline.
The living logos concept proved a huge success amongst the community, with hundreds of submissions pouring in, helping to really put the focus on who Season is for – the people.
