type of work
Brand identity, print & digital application,
In a cultural exploration through design, I chose one of the most important annual festivals in my home country, Philippines, Ati-atihan, to create a brand identity for. This festival takes place in 3 different cities in the Philippines, showcasing the unique cultures of each city and celebrating both the Aetas (Indigenous people) of Panay and the Santo Niño (statue of Baby Jesus). Throughout the week of festivities, many events such as street dancing, performances, parades, and more take place.
This brochure details the schedule of events for the festival, including locations and times for each day of activities. The goal was to capture the liveliness and energy of the festival while maintaining elegance and legibility to provide the necessary information. In order to showcase the unique qualities of this festival, I wanted to create a handout that was equally unique and memorable, straying from the typical brochure layout.
The visual design system I crafted for this project incorporates playful and bold typography to tap into the festival’s excitement. It evokes the liveliness of Filipino people and the diversity of celebrations through the use of bright colors and fun shapes. I also wanted to communicate an inviting, organic feel through the use of hand-written type.
Applying the festival’s brand identity to another platform, this website mock-up features the festival’s events, history, and gallery. It allows viewers to connect with the history of the festival in a more visual way by introducing images and personal testimonies.