Vancouver Mural Festival Outdoor, Design & Branding, Case study Vancouver Mural Festival Identity by One Twenty Three West

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Vancouver Mural Festival Identity

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Industry Shows, Events & Festivals
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market Canada
Agency One Twenty Three West
Executive Creative Director Rob Sweetman, Bryan Collins, Jeff Harrison
Designer Allison Chambers, Gabe Hall
Producer Ninette Aves
Released February 2017

Awards

Cannes Lions 2017
Design Comprehensive Branding Programs: Creation of a new Brand Identity: Non-profit Bronze Lion

Credits & Description

Title: Vancouver Mural Festival Identity
Agency: One Twenty Three West
Brand: Vancouver Mural Festival
Country: Canada
Entrant Company: One Twenty Three West, Vancouver
Advertising Agency: One Twenty Three West, Vancouver
Production Company: One Twenty Three West, Vancouver
Executive Creative Director: Jeff Harrison (One Twenty Three West)
Executive Creative Director: Bryan Collins (One Twenty Three West)
Executive Creative Director: Rob Sweetman (One Twenty Three West)
Vp, Managing Director: Jonathan Longworth (One Twenty Three West)
President/Ceo: Scot Keith (One Twenty Three West)
Writer: Kate Roland (One Twenty Three West)
Designer: Allison Chambers (One Twenty Three West)
Designer: Gabe Hall (One Twenty Three West)
Producer: Ninette Aves (One Twenty Three West)
Account Manager: Katie Muir (One Twenty Three West)
Account Manager: Ella Waring (One Twenty Three West)
Outcome:
In the months leading up to the event, the Vancouver Mural Festival received a huge amount of local press, civil and corporate support, and community involvement. Over the event’s two weeks,100 local and international artists painted 53 murals around town, attracting over 60,000 attendees in the process. The launch year a success, VMF is now planning year two.
Synopsis:
Create an identity to launch the Vancouver Mural Festival’s inaugural year. At the time, the festival was completely unknown in the community.
Campaign Description:
Inspired by street art, we created an identity that could fill any space, just like a mural. The custom logotype was designed to stretch, shrink or rearrange to fit any application—even a rooftop wall. During the event, the logo also functioned as a blank canvas, open for artistic interpretation.
Execution:
The adaptable Vancouver Mural Festival logo was custom-fit to billboards, social media profiles, posters, swag, t-shirts, print ads, EDM and building walls of many shapes and sizes. These walls would later become home to festival murals for many years to come.
Strategy:
The Vancouver Mural Festival is an artistic event that brings a bit of grunge to the sometimes high-brow streets of Vancouver. The festival aimed to take it from a “no fun”, corporate city and make it a city with a soul again.The VMF brand needed to say: This is street art. It’s where people are walking, driving, and living their lives. This art is available to anyone and everyone for free.This was the inaugural year for the Festival, so the media budget was small and evolved organically. Social media was the gateway to creating brand awareness, which got attention from sponsors and led to campaign elements like billboards and print ads.The core target audience was Vancouver residents aged 19-30, with an interest in arts and culture, and who attend concerts and music festivals. The broader target was residents 30-45 with families who visit museums and farmer's markets.