In my thesis, I focused on designing a new visual identity for the upcoming 2026 edition of the Grape music festival. My goal was to create a modern and consistent visual system that connects both the online and offline aspects of the festival – from the logo, color palette, and typography to digital content for social media and stage projection visuals. I have been attending the Grape festival regularly, and its visual side has always fascinated me. That’s why I chose to focus my work on an area where I see potential for improvement – to create a fresh concept that reflects the festival’s unique character while aligning with current design trends. I placed particular emphasis on content for social media, as it plays a crucial role in communication with festivalgoers today. The introductory part of the thesis explores the evolution of festival aesthetics, current trends, and successful real-world examples. Based on this research, I developed my own proposal using a contrasting color combination of neon green and pale purple. Purple represents the more melancholic side of the festival and its daytime activities, while neon green reflects the dynamic nighttime atmosphere and the growing popularity of electronic music at the event.
In terms of typography, I combined bold geometric fonts with elegant script lettering, drawing inspiration from current visual trends. The visual identity also incorporates photographs edited in a raster aesthetic, which are featured across various outputs – from social media posts to posters and accompanying videos on the website. A key part of the visual system includes motion-based visuals created in TouchDesigner that react to music and are intended for stage projections. Additionally, I designed a range of physical materials, such as wristbands, stickers, and a festival T-shirt featuring embroidered Grape branding and colored foil. The resulting visual identity connects the digital and physical worlds of the festival and aims to further enhance the overall atmosphere and visual experience for attendees. I believe the design can serve as inspiration for the future direction of the festival’s communication.
