The Asheville Music Festival, or AMF, was a Messianic Jewish music festival held in North Carolina on August 9-11, 2012 (or 8/9, 10, 11/12). The vision of the event was a raw gathering of musicians and artists from within the Messianic Jewish community. There were several distinct elements to the event that we sought to communicate over a wide variety of collateral: a "groundswell" approach to organization and promotion, modern expression informed by a rich history, and a high standard of excellence in execution. These design challenges produced what I feel are very rich results.
In addition to the design and art direction, I had a large part in shaping the concept and content to the pieces below. While we did not develop an official "brand", over the 2 years of promotion I sought to build a unifying aesthetic.
In addition to the design and art direction, I had a large part in shaping the concept and content to the pieces below. While we did not develop an official "brand", over the 2 years of promotion I sought to build a unifying aesthetic.
Promotional Postcards
These postcards were printed a full year prior to the event to be handed out at conferences. With many of the details of the festival still in process, our goal was to create materials that would communicate the overall feel of the event and generate excitement. Dynamic type and a lot of movement, inspired by antique posters, were used to generate an energized, "proclamation" aesthetic. It was a tight balance to emphasize the enormous amount of activity occurring at the festival without making the printed piece too busy. In addition to designing the cover above, we sought out cover artwork from several young messianic artists to capture the groundswell feel of the festival.
These postcards were printed a full year prior to the event to be handed out at conferences. With many of the details of the festival still in process, our goal was to create materials that would communicate the overall feel of the event and generate excitement. Dynamic type and a lot of movement, inspired by antique posters, were used to generate an energized, "proclamation" aesthetic. It was a tight balance to emphasize the enormous amount of activity occurring at the festival without making the printed piece too busy. In addition to designing the cover above, we sought out cover artwork from several young messianic artists to capture the groundswell feel of the festival.
Promotional Trifold
These informational trifolds introduced the vision statement and background of the event. They were printed on felt card stock with a unique texture to give them a substantial, detailed feel.
These informational trifolds introduced the vision statement and background of the event. They were printed on felt card stock with a unique texture to give them a substantial, detailed feel.
"Leaders" Packet, various printed pieces
A key component of our promotional strategy was to engage congregational leaders for involvement. These promotional packets were custom tailored as a call to action for leaders: in addition to the postcards and trifolds above, we included a letter of introduction and informational insert with practical ways for leaders to participate. These pieces seek a balance between capturing the "grassroots" feel of the event and inspiring confidence in the professionalism of this largely volunteer venture. By keeping the materials on the loose "brand", using type reminiscent of historic imprint-style mass printings, and adding well-thought-out touches, such as the custom printed stamp, I think we captured what we were looking for.
A key component of our promotional strategy was to engage congregational leaders for involvement. These promotional packets were custom tailored as a call to action for leaders: in addition to the postcards and trifolds above, we included a letter of introduction and informational insert with practical ways for leaders to participate. These pieces seek a balance between capturing the "grassroots" feel of the event and inspiring confidence in the professionalism of this largely volunteer venture. By keeping the materials on the loose "brand", using type reminiscent of historic imprint-style mass printings, and adding well-thought-out touches, such as the custom printed stamp, I think we captured what we were looking for.
Promotional Leaflets
With the artist lineup and other details finalized, there was a need for a more informational handout in the 2012 season. The varied cover art was inspired by different mediums that would be seen at the event, utilizing watercolor textures to capture the freeform, creative feel we were going for.
With the artist lineup and other details finalized, there was a need for a more informational handout in the 2012 season. The varied cover art was inspired by different mediums that would be seen at the event, utilizing watercolor textures to capture the freeform, creative feel we were going for.
Guitar Picks
Picks were a fun, event-appropriate give away.
Picks were a fun, event-appropriate give away.
Newspaper Ad, Half Page
We commissioned my friend Casey Parrott to draw the stage for this ad. The copy, layout and aesthetic all spurred from this collaboration.
We commissioned my friend Casey Parrott to draw the stage for this ad. The copy, layout and aesthetic all spurred from this collaboration.
Newspaper Ad, Full Page
Email Marketing Campaign
To introduce a broader audience to the festival, a mixture of photos, textures, and dynamic type were used to draw people into the vision statement, making it into a compelling story, right in their inbox.
To introduce a broader audience to the festival, a mixture of photos, textures, and dynamic type were used to draw people into the vision statement, making it into a compelling story, right in their inbox.
