Euphoria's old branding was a little too reminiscent of a generic techno club flyer. They had a core group of extremely dedicated fans but they needed to expand their demographic. They wanted their brand to be more approachable, and an identity which was as unique as their festival. It was important to keep the "outsider festival" feel, while providing a brand that would appeal to a wider audience.
The intricate pattern work was created using elements from both Central Texas culture and electronic music. The bright colors and geometric shapes give the festival an approachable, friendly aesthetic, while the austere and symbolic characters keep it feeling like an outsider festival. The logo, which is symbolic of a tent, weaves together Euphoria's three pillars: community, music, and camping.
Identity
Illustration
Brand World
Motion Graphics
BBCO