Create a campaign for the annual Festival of New American Music at Sacramento State. The campaign consists of one 16x20 poster, front and back, a 6x9 postcard, and a full schedule of events for attendees. In addition to this print collateral, an extension of campus wayfinding and signage also needed to fit the same system. The purpose of this campaign is to drive attendance and raise awareness of the festival for Sac State students, faculty, and staff.
The festival covers a wide range of musical styling, offering what it calls "contemporary classical music." In order to avoid obvious cliches related to music, a fully abstract visual style was used. New processes for abstraction were explored utilizing cut paper and rapid composition prototyping targeted to represent the key theme of "respectful play". After a composition was narrowed down, the typefaces Walbaum and Futura were chosen to compliment the the same theme. This projet was a great opportunity to demonstrate typographic hierarchy, layout skills, and organizing large amounts of information.
