Final designs

Launch & introduction/campaign

Stationery

Typography & imagery

Colour palette

Faces

Final logotype

Symbol variations

Logo - New approach

During this stage of the project I have been working on the Logo design 

and brand identity of the festival. Here I`ll post my new approach and some 

of my latest sketches. I am trying something different now with Futura typeface, 

which I think that fits better with the symbol and the overall idea...

Small changes but big difference on its functionality/dimensions...

Logo

Recently I have been working on the logo design of the festival. 
I will show here some of my sketches and design concepts.

..............................................................................................................................

Naming

My role on this programme was to assist the team on their naming process.
We have gone through the naming types/guidelines trying to better understand this stage examining brand goals and market needs. 




We created a list of options from initials to descriptive names. 
Some of them: FMK. Qesh, Kult, Komedia, Komfest, KomediaFestNat-kom-fest, 
Alb-kom-fest, Festivali i komedise, etc  ... 
The final one is -Komedia fest-. (The comedy festival)

Further step was mind-mapping, which helped to consider different design directions through the process of word associations. As a process is very useful at this designs stage, because it helped that through some mind-mapping, collect some other thoughts and generate ideas.
More info about this approach on Logodesignlove, by D. Airey

Big idea

Our Core Idea
Reviving the theatre culture through comedy shows

Our Vision 

To shape an exciting and exploring annual tradition in town,
that will lead to an increasing knowledge and appreciation for the culture and art.

Our Values
Passion. Collaboration. Exploration.

Our Offer
Motivated by our artistic heritage and encouraged by the potential of the theatre to perform,
we focus on reviving and expending the theatre’s network by promoting 

collaboration and creating opportunities.

Our Personality
Innovative, Significant, Connected and National.

Our Positioning
The essence of the festival puts us on the spotlight because
it involves a sense of national feeling mixed by the local uniqueness.

Target groups

Who is your target market?

Our target market is vast and varies taking into account the guests from many countries  around but we have shaped this diversity and vastness by structuring various groups to certain activities. We aim to target the community as a whole with our activities and we have narrowed it down by segmenting the community through demographics. 

The flexibility of our activities allows us to have such a vast target profile. The comedy shows that are from 7 countries every night attempt to target those people who are interested in theatre with main focus on comedy genre, including young comedy talents and actors that have a professional experience in this genre. In other words, there is no age targeted only values and attitudes related to comedy are important in this activity.

Whereas, for parties that aim to promote local bands and music activities in general, 

we shaped our target based on demographics mainly age. 

Youth varying from age 20 to 30 are our main focus with music activities.

The cultural activities aim to attract the sponsors, visitors and tourists. For example the activities that promote domestic economy try to attract sponsors for donating and helping on our domestic production.

Other cultural activities that involve ethnological culture, local gastronomy, and handicrafts aim to attract tourists and visitors because reviving these activities is the only way 

to promote the positive character of our city. 

SWOT analysis

This is my SWOT analysis for this project.

Strength

- Previous experience within the market
- A start-up project (new brand)
- Familiar and updated with socio-economic and cultural
  movements on my home town (host)
- Possibility of an outstanding outcome of the project because of the systematic 

  approach and the academic supervision

Weaknesses

- My location and communication
- Small team- big project
- First time festival
- Real nature (…and part of my Uni. project)
- My lack of presence during presentations

Opportunities

- A strong test with my future supposed market
- The opportunity of becoming an annual tradition
- Professional project for my portfolio
- It’s national vibe during 100th Anniversary of Independence

Threats

- Timing. A start-up programme without identity and big aspirations.
- Commercial vs. Academic
- Activities and other initiatives being held due to the 

  100th Anniversary of independence may lose the focus of our project
- Their position as a client and them trying to have influence on my work.
- Their limited budget depending on sponsors may cause a reduction on the 

   production of their communication material.

Design objectives

THE DESIGN OBJECTIVES/PURPOSE? WHY?

These answers come from my research and interview made with the members of team  which are organising this event.  

What is the proposition?

The Comedy Festival will offer exclusive comedy shows from 7 cities by twining the neighboring countries into a week of culture followed by many cultural activities that will develop further our city values by highlighting it’s strengths on art, culture, ethnology, 

local gastronomy and handicrafts.

What is the overall goal of the design project?

We aim to turn this festival in an annual tradition for the city. We aspire to revive the numerous cultural activities, entertainment, artistic and ethnological experiences by twinning the individual experiences of culture and art representatives. We aim to preserve our identity on culture and tradition, whereas these social values ​​are the basis for human action. Our main goal is to promote the city values by maintaining and endorsing its identity, culture and tradition. This idea is followed by sub points or secondary effects that this identity endorsement will bring such as an increased knowledge and appreciation for culture and art around the region. The festival will add a value to our artistic heritage by increasing the awareness among citizens and also by expanding the cultural tourism activities.

What are you trying to communicate and why?

By protecting the values of art and culture and encouraging their development this project serves as a medium for promoting the city and its identity transmission. Expect the comedy genre as a collaborative form, the festival will provide music and various activities that will enhance the citizens’ and visitors’ experience. 

Who are your competitors?

What do they do well and what are their weaknesses?

1. “Festival of Comedy” takes place in Mitrovica, northern of Kosovo.

2. “Comedy Days” takes place in Preseva, southern Serbia. 

Both these festivals are local and are not promoted internationally. They are local because their comedy shows come only from local city theaters. Whereas, something positive is that these festivals have established a local tradition for their activity for last 9 years.

How do you differ from competitors?

Based on our research , the theatre performances in our city do not have the needed support to develop and advance further. We want to support this collaborative form and by organizing this event with comedy shows we will give life to the theatre itself and the city in general. This festival is unique among other festivals because it focuses only on the comedy genre and what makes it more distinct is the idea that it will have a national nature, gathering teams from 7 different cities from other countries in the region and creating a sort of positive vibe of unity through our culture 

in the 100th anniversary of our state.

Insights

During my research I have passed through a lot of case studies and  different projects done by different groups. I will share some of their insights, which helped me think about my approach on this project.

Strategic fusion.
This is their web link and there is so much stuff going on. 

…………………………………………………………………………………………………………

Also, as I mentioned before in one of my previous posts, 

I have got some –Insight reports- about some of the industries, collected and presented wonderfully by some of the branding industry analysts (Studio Output), 

which share their views on latest branding trends, 

for instance on –Festival & events”, 
on which I am interested very much.

I`ve got their contacts and they’ve shared some of them to me.





They pick up what they think has worked best during the year, 
and publish it as an Insight report. Very helpful. 

Some of them:

Books

Here I will talk a little bit about some of the books that I am looking at during this project and their influence on my strategic thinking and design concepts. Some of them are in the library at Harrow campus!

During my research, I have found out for the new publication of the “Computer Arts Collection" and it`s guides with insight and inspiration from the global design industry. There in their branding publication are published new branding trends, processes from brief to final brand, including in-depth video diaries at every stage. It also includes branding case studies from Studio output, Sagmeister-inc, Landor associates etc.

This publication was very helpful because its insight and practical process explanations with video diaries helped me to understand how important are the  initial stages of strategy and brand planning as the foundation of a successful branding project. I have also looked at the ways how they position their client within the market through some useful exercising.

 ..................................................................................................................................................................

 The Brand Handbook, Wally Olins

An essential guide to branding from Wally Olins, generally recognised as one of the most experienced practitioner of corporate identity and branding.

According to this book the changes have taken place to the world of branding 

which have put it right in the spotlight. 

These changes include:
-the development of new technology
-the emergence of high profile company
- branding moving from the periphery to the centre of corporate concern
-and perhaps above all the changing attitude of society to environmental dangers…the       beginning of a more caring 21st century society.

This handbook refects these new trends.

Here he explains what brands are, how to create them, 

how to make them work and how to sustain them.

This book helped me to better understand all aspects of the process from developing 

the “core idea”, naming and designing the logo to the launch of a branding programme.

  

For instance, this book at this project helped me a lot with its formulas to assist the 

festival team with their brand development, their core idea etc

.......................................................................................................................................................

Other useful references are:

Logo design love

Identify

Designing brand identity, etc

Photo Reference link