Motion Graphics
Motion Graphic Design
Animation
Music Festival
Graphic Design
Illustration
Branding
After Effects, Illustrator
Down The Rabbit Hole is an Indie music festival that hosts around 28,000 visitors each year and is in need of a new, fun unique visual identity for 2018 that matches the feel of the festival, which is experimental with a large focus on atmosphere and environment. The identity needs to comply with the nostalgic, psychedelic, incomprehensible, contemporary feel of the festival and be able to maintain the audience's interest.
The objective of this brief was to redesign the brand of Down The Rabbit Hole Festival and create commercial motion graphic elements that adhere to the new brand feel. The deliverables were branding for the chosen festival which included a new logo and a festival place holder template that is within the new branding theme, 1 x logo build motion graphic, 4 x festival bumpers, 1 x snipe featuring 3 artists per sequence, 1 x promo advertising an upcoming show- typographic and image detailing for artists..
Down the Rabbit Hole is a well-known Festival, based in the Netherlands. The name emphasizes the concept surrounding festivals, transporting their visitors to whole a new imaginary world. The Rabbit Hole has been redesigned to be an interesting combination of fantasy and iconic features from the festival and Netherlands to create semi surreal interactive scenes.Down the Rabbit Hole is a metaphor for an entry into the unknown which is the core focus of this brand. It has been reflected in this captivating world that the Down the Rabbit Hole festival projects to their festival goers. To enhance the brand, this concept, being transported to this enchanting world, has been the fundamental theme. Unique elements from the festival and the Netherlands have been combined with fantasy and imagination to create mesmerising interactive scenes. This not only brings the festival to life by making it tangible through existent features, but also emphasises the beauty of these features in and surrounding Down the Rabbit Hole festival.
The primary target audience for Down The Rabbit Hole is teenagers and college students in the Netherlands and surrounding European countries, that enjoy music festivals and the weird and wonderful. The secondary target audience is students and young adults from overseas countries.
The chosen colours for the brief are Sorbus and Turquoise, and this is chosen to celebrate Dutch heritage. The original flag of the Netherlands was orange, white and blue and was based on the livery of Prince William of Orange, the first leader. Although the flag was changed to red, white and blue in the 1930s, orange is still the color of the Dutch Royal Family, which comes from the House of Orange. The color orange has come to symbolize the country, and to signify national pride.
Aguda was selected for this Motion Graphic Brief due it is a clear, readable display font family that can easily be distorted to fit the style of the festival witout losing clarity.
Down The Rabbit Hole
This brief required a new logo for the music festival that is animated into a logo build, a snipe displaying the upcoming artists , 4 bumpers and lastly a promotional build for the festival, Down The Rabbit Hole.
Logo Build
The Logo Build consists of the camera darting through tunnels lined with the national flower if the Netherland's, tulips. This is the representation of how the festival is a gateway to a fanatasy world and an illustation of what the rabbit hole looks like.
Snipe
The snipe displays the artists distorted in the theme of the festivall.
Bumper 1
This bumper consists of a squid, dancing in a tulip field. The squid with a windmill hat represents the water and canals that surround Netherlands and play a huge part in their history. The festival shines through the eye deco the squid wears, similar to the festival goers.
Bumper 2
The second bumper displays a rabbit riding a tortoise. This threads in the concept of fantasy and anything can happen in this magical world as it links back to the childhood stories of the tortoise and the hare and Alice in Wonderland. The white rabbit is also a very famous fictional character in Netherlands called Miffy.
Bumper 3
Bumper 3 focuses on the the water feature/installment that is very iconic to the Down The Rabbit Hole Festival.
Bumper 4
For the last bumper, the user travels backwards through the tunnel emphasising how Down The Rabbit Hole is a gateway to a fantasy world where society's rules and expectations no longer apply.
Promo
The Promo illustrates how aspects of Netherland's heritage and history come together with iconic features from the festival to make a new fantasy for the festival goers to step into.
This is the case study for the motion graphic brief. It is the full conceptualisation of the new branding for the festival, Down The Rabbit Hole. The video includes a logo build, a snipe, 4 x bumper videos and lastly a promotional video.
