So Africa!
The brief was to create a brand and visual identity for The Spirit of Africa Festival to bring the culture, arts and African heritage to Sheffield.
Services
Creative direction, Design
Client
City of Sheffield
Sheffield Theatres
The logo made out of an explosion of colourful triangles expresses the celebratory aspect of the Festival. A triangle resembles the shape of an African continent and the colours used are sampled from the colours of African flags, masks and costumes.
I researched African colours, traditions and artefacts. Below are some of the initial sketches. For the final brand we opted for contemporary, playful and abstracted concept in order to attract younger audience and move away from literal objects such as masks.
The Outcome
The delivery was a set of posters and billboards, digital screens at the venues, an A5 events programme, web and social media assets, POS style large stickers on the doors and T-shirts.
The project was a success in terms of the delivery of all the collateral and it achieved a lasting impact.
