Hired by a local non-profit, Ton of Visions, I created a logo for the 1st Center-City Festival in Charlotte: Julive. I set the creative direction for the festival. I focused on the key elements: logo, typography, and visual aesthetic, and everything else built upon these. These elements were carried out in my creation of social media graphics, website and a sponsorship deck that helped the Julive team attract sponsors such as Ethica, Redbull and The Athlete’s Foot.

In the festival landscape, a very popular landscape at the moment, there were already major power players in existence. These festivals were and are annual events, and were also taking place that summer. The festivals I included in my research had already gained brand recognition. In designing for this festival I wanted to make sure that the graphics were visually appealing and striking. My clients were competing against the likes of Dreamville, SXSW, Rolling Loud, and Broccoli Fest to name a few. Although, they were the first of their kind in Charlotte, an excellent attribute: “Charlotte’s 1st Center-City Festival.” 

The colors teal and purple have become synonymous with Charlotte thanks to the Charlotte hornets. “Charlotteans” and residents of surrounding areas were a large part of the target audience. Charlotte’s skyline is also very recognizable to the city’s natives. We leveraged these assets as we sought out build awareness as well familiarity with the audience. A homegrown festival through and through.