Lucidity Music Festival | Assurgence

MUSIC FESTIVAL BRANDING BOOK





ROUGH DRAFTS These rough drafts are exploring different ways to incorporate the previous graphics. From the previous slide, Graphic 1A was used in the background as the mountain — symbolic for the uphill we are climbing but with the descent in sight. Graphic 1C was used at the top of the poster to represent the light we are rising towards. And Graphic 2 was used as the mushroom spores — symbolic for how the coronavirus spreads.

GRAPHIC DEVELOPMENT These are the two COVID graphs that were used to develop more graphics for the poster. 1A. 1B. 1C. 1 D. Sourced from NPR as of December 2020. 2. Sourced from NPR as of December 2020.

MUSIC FESTIVAL | LUCIDITY THEME CONCEPT INTRODUCTION NEW NARRATIVE Lucidity is a music festival that happens Chapter 10: Assurgence annually in the hills near Santa Barbara. Rise Again. There is a Lucidity Narrative that the festivals are based on. Due to COVID-19, In the beautiful and lush garden that we manifested, a terrible storm has come Re-Generation Earth could not happen and ravaged all that we have planted, nurtured, and grown. It’s a nightmare of in 2020. In light of all the chaos that sorts. The type of nightmare we fear about having and it has suddenly become happened in 2020, this is a proposal for our reality. No one ever thought this could happen, though we’ve always wondered the 2021 theme. “what if?” We are reminded of the cold, indifferent, and sometimes cruel realities of life in this universe. But this setback has only strengthened our resolve as WORD SELECTION Guardians, Stewards, and Engaged Activators to spread the truth, fight injustice, and work together to build a better tomorrow. Just as assurgent vines climb Assurgent | adjective | as·​sur·​gent towards the light to survive in chaotic jungles, we will also rise to this unforeseen Definition: moving upward, rising. Botany: occasion with a new sense of hope. This will not defeat us — we will grow stronger curving upward, as leaves; ascendant. and more resilient than ever so our future generations can learn, grow, and thrive from the actions we take today. The theme name, Assurgence, was chosen because it is symbolic for: 1. The rising number of COVID cases, police brutality, hate crimes, depression, deaths, financial problems, etc. 2. Our ability to rise above all of the chaos and become stronger because of it, just as plants do. When plants get clipped, they regrow at the location they were clipped, coming back stronger and healthier than before.

MUSIC FESTIVAL | LUCIDITY DESIGN DIRECTION IDENTITY COLOR PALETTE Personality Look & Feel quirky trippy playful natural unique weird psychedelic hippie out there spiritual alternative colorful Since Lucidity is an existing music festival FONT SELECTION Wild Growth with its own personality, I wanted to brand an Assurgence event based off of their identity. Though every PIRULEN year has a different theme, there is an overall AUGUST 5 - 8, 2021 ambiance that is followed. They usually have posters with fantasy scenes using realistic I explored a wide range of colors for this piece because I wanted to create architecture and subjects. I took a different a psychedelic poster and it was necessary to have a lot of colors to create approach but using some familiar aspects. visual excitement. I selected the Pirulen font as it best matched existing Lucidity poster fonts and I selected the Wild Growth font as it emulates I also wanted to add the story of 2020 into their growing vines and was ideal for depicting the Assurgence theme. narrative. A piece of art that subtly alludes to chaos that we all experienced together.

MUSIC FESTIVAL | LUCIDITY WEBSITE

MUSIC FESTIVAL | LUCIDITY WEBSITE MOCKUP

POSTER FINAL DESIGN There were two poster options at the end of the Process Book. One with a purple background (shown right) and one with a green background. This one was chosen because the color contrast between the turquoise and purple is more eye-catching. The turquoise vines on a green background had better harmony but the vines tended to get lost in the background and it was very important for the vines to stand out as it is illustrative of the theme name.

POSTER MOCKUP

WRISTBAND DESIGN AND MOCKUP | GENERAL ADMISSION

WRISTBAND DESIGN AND MOCKUP | GENERAL ADMISSION

FACEMASK DESIGN AND MOCKUP

BACKPACK DESIGN AND MOCKUP

SUNGLASSES DESIGN AND MOCKUP | DARK CONCEPT Solid purple for the front. Pattern for the sides.

SUNGLASSES DESIGN AND MOCKUP | LIGHT CONCEPT Pattern for the front and sides.

SUNGLASSES DESIGN AND MOCKUP | WILD CONCEPT Solid purple for the front. Pattern for the sides.

T-SHIRT DESIGN AND MOCKUP | POSTER CONCEPT

T-SHIRT DESIGN AND MOCKUP | MANDALA CONCEPT

WATER BOTTLE DESIGN AND MOCKUP

MUSIC FESTIVAL | LUCIDITY THEME CONCEPT INTRODUCTION NEW NARRATIVE Lucidity is a music festival that happens Chapter 10: Assurgence annually in the hills near Santa Barbara. Rise Again. There is a Lucidity Narrative that the festivals are based on. Due to COVID-19, In the beautiful and lush garden that we manifested, a terrible storm has come Re-Generation Earth could not happen and ravaged all that we have planted, nurtured, and grown. It’s a nightmare of in 2020. In light of all the chaos that sorts. The type of nightmare we fear about having and it has suddenly become happened in 2020, this is a proposal for our reality. No one ever thought this could happen, though we’ve always wondered the 2021 theme. “what if?” We are reminded of the cold, indifferent, and sometimes cruel realities of life in this universe. But this setback has only strengthened our resolve as WORD SELECTION Guardians, Stewards, and Engaged Activators to spread the truth, fight injustice, and work together to build a better tomorrow. Just as assurgent vines climb Assurgent | adjective | as·​sur·​gent towards the light to survive in chaotic jungles, we will also rise to this unforeseen Definition: moving upward, rising. Botany: occasion with a new sense of hope. This will not defeat us — we will grow stronger curving upward, as leaves; ascendant. and more resilient than ever so our future generations can learn, grow, and thrive from the actions we take today. The theme name, Assurgence, was chosen because it is symbolic for: FINAL COLOR PALETTE FINAL FONT SELECTION 1. The rising number of COVID cases, PIRULEN police brutality, hate crimes, depression, AUGUST 5 - 8, 2021 deaths, financial problems, etc. Wild Growth 2. Our ability to rise above all of the chaos Assurgence and become stronger because of it, just as plants do.



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