HOLLAND FESTIVAL
POSTER DESIGN TO ADVERTISE THE HOLLAND FESTIVAL
01
overview & objective
The objective of this project was to craft 3 distinct posters for the Holland Festival, placing a particular emphasis on developing my proficiency in applying the principles and elements of design. My team and I explored a wide array of approaches, each bearing its own stylistic perspective, in order to authentically represent the Holland Festival's brand. Our intention was to experiment with innovative and unexpected design choices that would pique the interest of potential visitors and draw them into the festival.
Disclaimer: the Holland Festival was not a real, paying client. This project was pursued only as a school study.
BACKGROUND
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Three-week, school project from November to December 2022
TEAM
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Emma
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Yuki
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Stephanie
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Eunice
SOFTWARE
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Figma
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Adobe Photoshop
MY ROLES
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Research for mood board
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Layout direction and analysis
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Design elements and principal research
02
brainstorming & image grouping
My group and I compiled a document of all the current programs being presented at the festival to determine the aesthetic the 2022 year was aiming for. We also found 100 images of different graphic designers work and used them as inspiration for an art direction, and dissected different qualities we found intriguing from each poster (top). Once deciding on a program to showcase, we began developing iterations of experimental designs (bottom).
03
deciding on design qualities
Using WIM CROWEL and ELLEN LUPTON as our prime examples, we decided on 2 final principals and 3 final qualities we wanted to incorporate in our final poster.
PRINCIPALS
Usage of lines and shapes to organize content
Information is surrounded with shapes and rulers to separate ideas and content, creating digestible pieces.
Spatial tension to invite a closer look at content
Tension in spacing between type, images, and shapes challenges legibility, causing viewers to stop and take a closer look at the work.
QUALITIES
Transparency to create hierarchy and depth
Transparency is used to emphasize areas and draw attention.
Grouping shapes and type to create larger entities
Clustering of type creates new visual shapes when in proximity of each other
Contrasting textures in images to create dimension
Using textures to separate and bring attention to specific content.
04
narrowing down to the final posters
After deciding on the final elements and principals we wanted to include in our posters, we created another group of potential candidates. These we're filtered down to the final 3.
CREATED 15 POSTER TYPES WITH VARYING STYLES, FONTS, AND COLOURS
CHOSE OUR FAVOURITE POSTERS FROM THE COLLECTION AND CREATED MORE ITERATIONS
FINAL 6 ITERATIONS OF DECIDED POSTERS
FINAL 3 POSTERS
05
assets
Each of these posters were then developed into marketing assets to advertise the festival and promote knowledge and intrigue to the programs.
POSTER 1
POSTER 2
POSTER 3
06
chosen poster to pursue
The second part of the project was to choose one of these posters to pursue into a microsite to showcase all the existing programs for the 2022 Holland Festival. We chose the art direction and style of the second poster to create this site.
07
takeaways & reflection
Throughout this project, I had the opportunity to both showcase and enhance my poster design skills. It served as a platform for me to gauge my existing abilities and further expand my knowledge, which I can now carry forward into future design challenges.
The primary challenge of this project was the tight timeframe and the demanding pressure to deliver a design that satisfied both our team members and our professor, even during moments of low motivation. To overcome this challenge, our team prioritized consistent and effective communication. We collaborated closely to evaluate what was effective and what needed improvement in our designs, resulting in increasingly refined iterations with each attempt.
In the end, this experience led to significant enhancements in my visual design proficiency. I gained a deeper understanding of crucial elements such as typography, color theory, and visual hierarchy.