Like its founder, Pete Seeger, the Hudson River-based festival has for years advocated environmentalism through music—passionately and crowd-pleasingly. Less pleasing? Its communications, which lacked the energy and vibe to grow the audience.
Using visual harmony to change up the tune.
Capturing the spirit of the festival was the key: glorifying music and nature in a single, celebratory refrain. So “Folk on the Water” was born—an integrated visual campaign in which the two were literally combined. On posters and postcards, mailers and MTA stops, an aerial view of the Hudson River was transformed, in vivid, Earth-loving blues and greens, into a guitar. The suggestion? In the big picture, it’s all interconnected. And man, is it beautiful.
It struck a chord—with audiences, and the world.
The campaign got the attention not only of music fans, but the design world, taking #1 in the 2014 How magazine Poster Design Awards.
Branding and identity projects are by far my favorite type of design to create. I’m constantly looking at better ways to redesign identities or come up with new ones. As you can see from my work (branding especially), I’m a fan of minimalistic design. My appreciation for exceptional use of typography is one of my strongest assets when designing logos. A lot of research and conceptualizing goes into creating each one. I don’t just see them as a logo, I see them as a part of their brand. How well will this logo communicate their brand message? I look at each client’s problems and figure out the best way to attack the project from every angle.
The objective of the project was to re-brand an existing brand identity. I chose Ithaca Beer Co. This was one of my favorite projects to work on in school because I had full creative freedom to design a brand that was representative of the company’s objectives and beliefs. I did a lot of market research on the IBC and it’s competitors to insure the brand was hitting at it’s target audience. I also didn’t mind sampling the beer (for research of course). The logo I chose is pretty straightforward so I decided to make the labels a little more detailed and illustrative. I photographed some of the most notable locations in Ithaca, NY. Once I chose the right images, I traced over them in black marker. This project includes the initial identity, 6 bottle labels, a 6-pack carrying box and poster set.