Music Festival Branding PROJECT
project brief
For this project, I developed a new brand identity for the Dreamville Festival. Since this marks the festival’s fifth and final year, my goal was to create a distinctive rebrand that stands out in a saturated market. I wanted the new identity to align more closely with the Dreamville label and authentically represent the talented artists within its roster.
Dreamville is a label of the connected age—a collective of storytellers who continuously push creative boundaries. The festival rebrand reflects this ethos, maintaining a strong connection to the community while embracing fresh sounds, bold visuals, and new ways to engage audiences worldwide.
Beyond an incredible musical lineup, the festival will also spotlight some of the most innovative visual artists in the industry. The branding captures this dynamic fusion of music and art, embodying the forward-thinking, boundary-pushing spirit that defines Dreamville.
Logo Redesign
For the logo redesign, I wanted to move away from the original Dreamville Records logo, which has also been used for the festival. By creating a distinct visual identity for the festival, I aimed to give it a unique presence that stands apart while maintaining a connection to the Dreamville brand. The current Dreamville Festival has a 3D-rendered variant, which I wanted to incorporate in my redesign.
Color Palette
The current Dreamville Festival doesn’t have a color palette. Instead, it uses pastel colors like other music and arts festivals. Because Dreamville features mainly hip hop and R&B artists, I wanted to give it a more defined color palette, unlike other festivals.
Typography
For the typography, I chose typefaces that matched the logotype well. I wanted to keep it consistent, so I used San Serif throughout. I used HWT Artz for my headers because of its Bold 20th-century look. I used Brandon Grotesque for the body text because it is clean and easy to read.
