Dewey Dubs Music Festival

• Dewey Dubs Music Festival •

Dewey Dubs is an electronic music festival in Saranac Lake, NY. An evening of brain tickling DJ sets by local artists, tucked away in the beautiful northern woods of Dewey Mountain Recreation Center. Our goal is to bring electronic music into the heart of the Adirondacks.

I was tasked with creating a brand identity from scratch. This meant I was spearheading the design development including: Logo, branding guidelines and strategy, website, social media and print marketing strategy, graphic design, and photography. Essentially, this is a "full-package" project.

The result of this project is a robust and cohesive design system that allowed for exploration and creative freedom while trying to keep every aspect of the project connected to one another. 

Lets start with the logo and branding:

Brand and Identity

The backbone of any good identity project is the logo and branding guidelines. This particular event has a dynamic and youthful vibe, incorporating diagonals and bright colors to help the viewer understand the overall aesthetic of the event. The three dimensional quality gives the viewer an MC Escher-like effect, creating dissonant perspectives between the blue and red portions of the logo.

The Website

The next task was to create a website that is representative of the festival. This included lots of imagery, robust descriptions, volunteering sign up, donations, newsletter sign-ups, and so much more. This site will serve as the baseline for all future Dewey Dubs events. 

see the site >

Photography

One of the most difficult parts of a new event is not having any visual media to show on websites, social media, and advertising. Luckily, several rave events have been managed by the same team behind Dewey Dubs, and I have been capturing several of these raves through photographs and videos throughout the last year. Utilizing these images gives the viewer a better understanding of what to expect when they come to the festival this summer.

Advertising and Marketing

Once all of the other project needs have been met, its time to start building a print and social media advertising strategy. This is arguably the most important part, as it will lead visitors to the website and start to build a sense of familiarity with a new festival event. The goal is to create a visual environment that hints ravers and festival-goers that this event will feel similar in vibe and musical genre to the festivals they already enjoy.