The assignment included branding an upcoming event in the United States. I chose to brand Hillbilly Days in Pikeville, KY, a weekend long event that celebrates hillbilly culture to promote the local town and raise money and awareness for children with special accommodations.

I aimed to create a brand that the bluegrass state would be proud of. It was all about embracing and making light heart of a household stereotype. It is a family festival, so I wanted to make something fun but also conceptual enough to appeal to the business side of branding. Overall, the logo needed to feel neutral, natural, and familiar.

In the end, I created a character that could be seen playing a banjo at the festival. The corncob pipe in his mouth mirrors the culture and the hand rendered typography fulfills a playful aesthetic. The colors are easy on the eyes while also staying true to the forms.