TinyFest is loud, unapologetic and rough around the edges. This festival is anything but ‘tiny’ and it’s new identity makes this known! TinyFest needed a unique look for their brand and campaign to relaunch their beloved festival. I set to work — brainstorming through workshops and one on one meetings, understanding their ethos, pillars and the overall festival concept. A myriad of contrasting components make up the festival: performances, artists, themes, genres and viewers/participants. This is reflected in the brand through the use of multiple typefaces that contrast with one another creating a multifaceted brand system. Textured black and white imagery, bright colour palette, layered pieces of torn paper combine to form a brand that is unique, contemporary and self assured.
The core word mark that champions the brand and campaign is created of random letter combinations, forming the word ‘TINY’: black lettering, a lightening bolt, and decorative sans serifs. This is contrasted with an upside-down bold sans serif typeface ‘FEST’, anchoring the word mark and giving TinyFest the identity it needed to relaunch in the market.