MOSTLY MOZART 2023
Event Branding
Project Information
The Logo
Final Deliverables
Brand Identity
Mostly Mozart is an annual classical music festival that happens in New York City. The festival’s theme for 2023 is “SNAP!”, a concept all about bringing surprise and intrigue.
Mostly Mozart’s audience is mostly made up of older individuals belonging to the Gen X and Baby Boomer generations. The festival’s brand, voice, and overall marketing strategies cater to this age range. For 2023, the festival aimed to expand their reach to include younger people—millennials and Gen Z.
I was in charge of not only the visual identity, but also the storytelling and concepting behind it, filling both strategist and designer roles.
In order for the festival to expand their reach to younger audiences, their programming had to adapt to modern tastes. The festival would headline artists with hybrid styles, the mixing of classical with other genres. In this way, the festival opens itself to audiences who are not only younger, but also those with music tastes not necessarily all classical. This bringing together of diversity and difference is the popular idea nowadays, something that young people are looking more towards. Plus, music genre mashups are a thing but most will not think about classical as a component. So the music of SNAP! will be differnt, creating new and unexpected experiences, tying together the theme.
Project Information
Final Deliverables
The Logo
Brand Identity
The Logo
The idea of connection and unification of differences was the main thing this festival really wanted to promote, so I explored logo concepts that could represent this in a visual way. I started with quick iterations. I explored a more abstract concept with how I could connect the letters “M” and “O”, while for others I thought about a more literal sense of unification, through arrows coming together, the intersection of different shapes, and more.
Take a look at the pitch deck below where I presented my three strongest logos.
The second design was chosen to be the event logo for Snap!
The icon is made up of the letters “M” and “O” that connect as one stroke, which references the idea of unification. A diamond shape instead of a circle for the O gives the logo a fresh feel.
When inspected more closely, a music note appears in how the M and the O connects. Additionally, “Mostly Mozart” is rotated and placed next to the icon. Both of these bring additional elements of surprise to this design.
Finally, the shadow behind the stroke brings movement, symbolizing the forward progression of Mostly Mozart in this year’s festival.
Project Information
The Logo
Final Deliverables
Brand Identity
Brand Identity
Color and Type
DIN 2014 is the typeface for SNAP! Its modern feel from the squared contours and tall x-heights of its characters fits the forward progression of the brand.
Rather than incorporating traditional and muted colors, which is the usual standard for classical music programs, a bright and colorful palette was introduced instead to do something different. Four shades from different sections of the color wheel showcase SNAP!’s aim to introduce diversity.
Image Treatment
Within this identity, hero imagery is treated with a blue overlay to create a duotone look. Additionally, focus subjects can be cut out and layered over each other to create a more dynamic look and feel.
These color swirls are the most important part of SNAP! They are the fun and playful elements that bring action and movement to the visual identity.
Interaction
The imagery and gradient swirls can be layered over each other as well. These two systems do not have to exist separately!
Final Deliverables
Project Information
Brand Identity
The Logo
Final Deliverables
Small-scale print collateral
A set of three promotional posters work when displayed individually as well as when placed together through how the swirls connect each separate piece.
The event brochure includes more information about the headliners, the venue, and Snap!’s overall programming. Again, the swirls run across the spread to create movement as well as to connect content together.
Wayfinding
Large hanging banners that show general direction, meterboards that include a more comprehensive guide to the space, and standing horizontal signage that display specific guidance are placed all throughout the venue to help attendees find their way!
Merch
No event is complete without some merchandise! Tote bags, baseballs caps, and sunglasses explore different usage of the logo and swirls.