The goal of this project was to create a new identity for the Sun & Snow Festival that was more expressive of the festival and more capable of competing with top music festival identities around the world.
The primary focus of this rebrand was to move away from the corporate-like, rigid identity that the festival currently has and establish an identity that is more abstract, sacred, and expressive of the religious-like potential music festivals have on people. The interesting challenge for this rebrand was that this is a music and snow sports combination festival.
The waves on the abstract “sunflake” mark not only represent the S’s in the name of the festival and sun waves, but sound waves. Also, the logomark can be perceived as a bird’s eye view of a six sided mountain with snowboard/ski trail waves going down each side. So, the abstract flexibility of this new logomark successfully captures a unique combination of sun, snow, music and snow sports. This flexibility and freedom found in the logomark smoothly translates to each touchpoint of the branding and ultimately creates a powerful, bold, and unique new identity for the festival.