PROJECT  DESCRIPTION

Brand identity for Women Sound Off Festival — annual music festival and conference in Oakland, CA. The festival empowers Black and WOC creatives by creating a safe space to network, celebrate and flourish within the music, media, art, and tech sectors.

 

The design system represents the diversity of women and non-binary creatives by way of authentic, playful, minimal, shapes and bold colors coming together in this festival.

 

Due to the COVID-19 pandemic, Women Sound Off

Festival 2020 was cancelled. 

 

Below were proposed ideas of how the festival's design system would translate as marketing deliverables and signage for the in-person conference.

SERVICES

ANIMATION 

ART DIRECTION

BRAND IDENTITY 

SOCIAL MEDIA ASSETS

CREDITS

LEAD DESIGNER

Esmeralda Velazco

DESIGNER

VIDEOGRAPHER

LogoWS02020-01.png
Type_BureauGrot-01.png
Type_Adieu-01.png

LOGO + TYPOGRAPHY

A geometric sans-serif logomark that carries a lot of visual character.

 

Much like the women who jump on stage, run the show and SOUND OFF! It is intended to be bold, tall, front

and center.

ShapesWSO2020-01.png

COLOR + SHAPE

A geometric fluidity in what it means to be a woman or non-binary creative.

 

The color palette derives from the unexpected voices — the energetic, loud, bold, quiet, and playful — the all you can be of any shape and size.

ColorWSO2020-01.png
WSO2020Fest_Poster_WebBanner.png
WSO2020Fest_Postcard_Mock.jpg

FESTIVAL PROMOTION + ANIMATION 

In effort to represent the diversity of Women Sound Off's audience,

I created a design system that encapsulates the essence of the

brand by way of authentic, playful, minimal, shapes and bold colors coming together in this festival.

 

With the assistance of a designer,

we created marketing assets shown through social media, in the forms of digital flyers, influencer graphics and video ads. 

 

Video promotions were brought to life with playful energy, sharp movements and graphic compositions. 

WSO2020Fest_ipad_Mock.jpg
WSO2020Fest_SoundOffDay3.jpg
WSO2020Fest_SoundOffDay2.jpg
WSO2020Fest_SoundOffDay1.jpg
WSO2020Fest_EatShopTalk1.jpg
WSO2020Fest_BodyTalk2.jpg
WSO2020Fest_BodyTalk3.jpg
WSO2020Fest_Bridgeyard_Inside.jpg
WSO2020Fest_Bridgeyard_Front.jpg

BRIDGE YARD

Prior to the cancellation of the festival, we proposed to use vinyl decals as signage throughout the venue space.

Along with having inflatable structures come to life from the shapes as installations. The installations would be used as photo ops for the in-person conference.