floh music festival

Course: DES116 Visual Communication: Graphic Design Studio

Project Type: Branding

Tools: Photoshop, Illustrator, InDesign, Procreate

Floh is an imaginary Reggae-Rap fusion music festival set in Jamaica, where I designed and came up with the branding from logos, guidelines, posters, and merch. This was a project born out of the class DES116 and my own personal interpretation and expression.

Floh’s mission: Floh (comes from the word flow) is a space where all are welcome and united through the fusion of Reggae and Rap. To enjoy and understand what connects these two genres: music, movement, art, community, and activism. To feel the flow of every beat, lyric, and mutual respect for one another…while enjoying the flow of the breeze and waves.

The Goal: To create a distinct branding for the music festival based on the genres, Reggae and Rap, taking into consideration the history of the genres as well as the audience for it.

Logo Iterations

I wanted to highlight how grillz are deeply rooted in black culture, especially in reggae and hiphop, hence my decision to go through with this logo design.

Poster Design Layout Exploration

Merch Intial Sketches

Before playing around with colors and textures, my first step when creating posters is always the composition layout. Here, I used a simple background, the logo, and stock photos arranged in a collage to figure out what type of composition I want and the vibe I want to express.

To stay true to the Floh and the wavy, flowy, tropical motifs, it was important for me to choose merch that related to the environment and vibe the festival was going to be, hence my decision to include a beach tote, soccer jersey, an energy drink, and a popular snack from Jamaica. Although in these initial sketches, I initially thought of doing an ice cream popsicle for my food partnership.