Axean Festival 2023
Disciplines
Identity Design
Brand Guidelines
AXEAN Festival, launched in 2020 as a virtual music showcase (formerly ASEAN Music Showcase Festival or AMS), expanded into a live event in 2022. It has since become an internationally acclaimed platform showcasing Southeast Asian musical talent and fostering global industry connections through face-to-face networking.
During preparations for the 2023 Singapore festival at the Goodman Arts Centre, we identified limitations in the existing brand identity's adaptability. Initially tasked with refining the existing brand identity and establishing an art direction, we recognized an opportunity to create a more enduring and robust visual framework.
Our proposed identity centers on the "8 Heavy" typeface, which subtly reflects Southeast Asian design aesthetics without resorting to overt cliches. This typeface provides visual consistency across the logotype and hero headers creating a sense of harmony.
The flexible color system, inspired by regional artistic traditions, offers versatile application across platforms.
This new identity system demonstrated exceptional adaptability, enabling the AXEAN Festival to swiftly and seamlessly transition between print and digital applications. The system's design was intentionally crafted to be future-proof, allowing for ongoing evolution and expansion as the festival grows. This adaptability, combined with its strong visual impact, resulted in its continued application for the 2024 festival, solidifying its position as a core component of the AXEAN Festival's brand strategy.
For increased inclusivity, we assigned a distinct floral symbol within the typeface to each Southeast Asian country. These symbols are visually represented on each artist's poster, reinforcing regional representation.
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