4 weeks
Branding, illustration, layout, concept, research
Photoshop, Illustrator
Zootunes is a family-friendly outdoor concert series held at the Woodland Park Zoo in Seattle, Washington. The event features a diverse lineup of musical genres artists, and attendees of all ages are welcome to enjoy the music in a unique and beautiful setting among the zoo's animals and gardens.
As a concert promoter in Seattle, my goal is to reach a wider audience and enhance the overall concert experience. To achieve this, I have developed a comprehensive set of deliverables, including a series of three 18'' x 24'' ad posters, a billboard, social media posts, merchandise, tickets, and VIP passes. By leveraging these deliverables, the concert will have the potential to reach a broader audience and create a more memorable experience.
The concert was a day-to-night event, and to capture the essence of its duration, the ad posters were carefully designed to reflect the changing mood and energy throughout the day.
The development of this project was a multi-stage process that involved thorough planning, research, creative design, execution, and evaluation. Each stage was meticulously carried out to ensure that the project met its goals and objectives.
To begin, I thoroughly researched the event and the zoo, delving into their history, audience, performers, and other relevant aspects. Next, I assessed the event's existing design, analyzing what worked well and what didn't. After that, I brainstormed a variety of ideas to enhance the event, exploring different possibilities for improvement.
As part of the process, I embarked on the middle ground exercise to find a harmonious balance between the designer's vision, the existing event design, and the desired event tone. Through this exercise, I successfully achieved a cohesive blend of these elements, resulting in the development of a well-defined visual concept statement.
Once I had made the decision to utilize geometric illustration and sans-serif typography, I created a mood board that reflected the visual concept I aimed to achieve for the poster. The objective was to feature animals playing music, incorporating various overlapping layers, dynamic elements and a symmetrical layout. Consequently, my mood board showcased carefully crafted illustrations of animals and musical instruments, created using geometric shapes. Creating a mood board helped me gain a better understanding of the desired visual aesthetic. This process made it easier for me to develop the initial poster design for the event.
Then I created 20 thumbnail sketches centered around the concept of animals playing music. Among those sketches, I ultimately settled on the idea of a bear playing the drums as the focal point for the first poster.
Once I chose my preferred rough sketch, the next step involved creating a more refined hi-fi sketch. Then, I used Illustrator to draw and conducted experiments with typography, color, and composition to enhance the overall design. The other two posters followed a repeating pattern of the same process.
This project is particularly special to me, as it provided an opportunity to showcase my personal style and creative vision while also demonstrating the versatility of my work across different mediums. I've seen significant improvement in my illustrations throughout this project, and I feel like they have reached a new level. Moreover, I've gained a better understanding of how to maintain consistency in my illustrations.
If you like what you see and want to work together, get in touch!
giang.le1300@gmail.com