PROJECT SYNTHASIA

Project Synthasia was my final major project for my first year at university. I was tasked to create a brand new festival of any kind and design the branding, promotion, wayfinding and guide for the event. I decided to create a electronic music festival with a science-fiction future theme. The primary audience for the event were teens, young adults and adults.

After researching into similar music festivals, I decided to make the event two days and to take place at The Cotton Sheds at Victoria Warehouse, Manchester, due to its multiple staging areas and access for multiple types of public transport. The event would feature ten artists spread over the two days. The name Project Synthasia originated from 'synthesiser', a common instrument in the electronic/dance genre, and the suffix '-asia', meaning a state or condition. The word together means 'a state of synthesisers'.

For the brand identity, I wanted to lean into imagery that conveys a technological future, linking with the electronic genre. The blue and yellow palette reflect this by being associated electricity. The logo also follows the theme by depicting a headphone-wearing robot. Four mascots derived from the logo were created for merchandise and to appear on outputs throughout the event. Social media posts were designed to reveal the artists as a lead up to the festival, as well as a short animated teaser trailer revealing the event. Other promotional material such as posters, merchandise and a guidebook were also designed.