Calgary Folk Music Festival

The Calgary Folk Music festival needed a new site that improved functionality for the user and was able to reflect the modern and ever changing nature of the festival and brand. Guerbois, a collective of freelancers came together to launch a new site for the brand in a process that was collaborative, iterative and nimble.

ROLE
Art Direction
Illustration

PARTNERS
As part of creative collective Guerbois.
Built By Field – UX/UI design & dev
Allison Robins – Research & Strategy
Nathan Atnikov – Strategy & Writing

The Challenge

In addition to the many functional needs of a large scale multi-day music festival, the CFMF website needed to reflect and work for the larger organization as a whole, an organization that puts on ongoing events throughout the year. The brand also changes from year to year as local artists redefine tho look of the festival with a new and distinct illustration style each year. We needed to implement a design system that would highlight the unique seasonal look of the festival and still look co-hesive from year to year and in times when the festival wasn’t on.

The Approach
SITE ART DIRECTION

Q. How do we let the seasonal brand shine while maintianing consistency?

A. A flexible system built on a distinct and bold use of colour, imagery and grid.

Bold coloured backgrounds create a dynamic environment to highlight content. Red, black and grey are used as brand colours site wide, with the ability to choose colours that reflect the yearly festival illustration, thus creating a dynamic and ever changing system. The seasonal illustrations were also used throughout the festival part of the site only site as accents, allowing the site content to shine, but to still connect with the distinctive festival posters.

Since CFMF has a long history of using illustration we wanted to carry this through to the site in elements that would be permanent and not changing with the seasonal poster illustrations. These new illustrative elements needed to complement the seasonal illustrations that would change in style from year to year. A simple, expressive digital illustration style with a hand-drawn feel was chosen in a pallet influenced by the main brand colours.