My Approach To The Rebrand
1、Strategic Vision:
The brand rise of the 2024 Festival is not just a visual makeover, but a strategic move to redefine the festival, enhance the user experience, and foster a light-layered connection with the community. Freedom Festival 2024 aims to be a celebration that embraces all walks of life, transcends boundaries and fosters responsibility. We should develop a brand marketing strategy to develop a comprehensive vision for the future image of Freedom Festival 2024. This includes combining the festival’s values with contemporary cultural dynamics to create a brand that is relevant and resonates.In my opinion, the current design of Freedom Festival is not very interactive. As a national festival, Freedom Festival has a high offline participation rate, but in my opinion, the webpage design does not allow people to participate online well. Especially for young people nowadays, they have various channels to obtain information, and need sustainability, diversity and fun. Since the last brand design, perhaps people have aesthetic fatigue. I will design an innovative design to give people a new visual impact.
In 2023, its design, I think the activity web page is still more creative, like a magazine, spread out erery page,just like the life, We like to see the city.Every year, the festival is brought to life by the program, and the audience can also meet people from Outstanding artists from around the world. Its design is like an activity, free, open, enthusiastic, peaceful, different music performance, art performance, action performance, the disadvantage is that the evening activity design is a little lacking, and there is no particularly creative, fresh, recent popular activities. I will re-create the website and plan an activity that is fresh, interesting, nostalgic and futuristic.
I have broken down the brand identity currently.In addition, I found some colors, logos and posters that I like and created an emotional version. In my opinion, the current brand logo is not very unique and its colors are too monotonous. I think it is more interesting to use color, which represents the liberalism of the Freedom Festival and is more energetic, and the logo with exaggerated deformed font is more interesting
2、Iterative Design Thinking
The brand rise of the 2024 Festival is not just a visual makeover, but a strategic move to redefine the festival, enhance the user experience, and foster a light-layered connection with the community. Freedom Festival 2024 aims to be a celebration that embraces all walks of life, transcends boundaries and fosters responsibility. We should develop a brand marketing strategy to develop a comprehensive vision for the future image of Freedom Festival 2024. This includes combining the festival’s values with contemporary cultural dynamics to create a brand that is relevant and resonates.
3、Crafting a Compelling Narrative
引人入胜的叙述构成了品牌重塑愿景的基础。这种叙事超越了表面的美学，深入探讨了 2024 年自由节想要讲述的故事。这个故事概括了节日的本质、它的旅程以及它对未来的渴望。精心设计的叙述成为设计选择、营销信息和社区参与计划的指导力量。它就像北极星一样，协调了品牌重塑的所有元素，确保了节日的凝聚力和共鸣。
1 Thule Brand Story
A brand built on passion, this particular outdoor gear company fulfills a need for reliable equipment that customers use to create lifelong memories. It grew by telling a story that connects its products to favorite past times and a thirst for adventure. From a solo fisherman who needed equipment to carry his gear to a multinational incorporation,
Thule has created a loyal community based on enjoying the world the way it’s target audience desires and dreams of.
Analysis of previous Freedom Festivals
1、Hull freedom festival’s introduction
赫尔自由节是在充满活力的赫尔市举办的一年一度的文化盛会，它证明了艺术表达、社区精神和各种形式的自由庆祝活动的辉煌融合。在赫尔历史悠久的街道和当代空间的背景下，节日丰富多彩，将音乐、舞蹈、戏剧、视觉艺术和发人深省的讨论等多种文化元素编织在一起。该节日以自由精神为基础，成为艺术家、表演者和社区探索、表达和拥抱自由和创造力的固有权利的动态平台。随着赫尔的街道充满节奏的节奏、充满活力的色彩和人民的集体能量，赫尔自由节不仅是一年一度的文化亮点，也是这座城市致力于自由、创造力和无限的活生生的证明公共庆祝活动的潜力。
2、Design Elegance and the use of colors
Examining the visual aesthetics of past festivals reveals insights into design choices that captured attention and conveyed the festival’s essence. This includes a thorough exploration of color schemes, imagery, and branding elements. In the website, we can see 5 parts,”the region’s largest internetional arts festival:freedom festival”;”the city comes alive again:the awakening”;”a thought-provoking large-scale monumental work:the hull vigil”and so on.From the short but powerful title, we can read and know what they want us to know.
在艺术设计中，冷暖色的把握很重要。在网页设计中，可以利用冷色和暖色来唤起不同的心理感受。网页色彩的色调有很多种，冷色和暖色都经常使用。设计师可以根据网站的类型使用冷色或暖色，或者通过冷色和暖色的对比来突出主题，例如流行的网页配色方案。用冷灰色调作为底色，再用暖色调作为辅助或饰面色，让整个网站有精神感，突出重点。
如下图所示，NIXON运动手表网站（www.nixonnow.com）主要以红色为主色调，搭配黑白作为点缀，营造出强烈的色彩对比。网站根据商家在一定时期内推出的不同产品，精心设计和安排了网站的色彩。图片中这款手表的颜色是鲜红色。为了与产品色调保持一致，设计师在网页上使用了深红色的相同配色方案，营造出暖色调的形象。
3、音乐、图像：情感、事实
In the virtual realm of the 2023 Freedom Festival in Hull, the synergy of visuals becomes a potent storyteller. The music shows, vividly depicted through a gallery of images, transport the viewer into the heart of the festival’s dynamic energy. Each photograph captures the essence of the performances, creating a visual crescendo that echoes the rhythm and melody of the live music experiences.However, it’s not only the music that takes center stage in this digital narrative. The festival’s commitment to diversity and inclusivity is strikingly evident in the portrayal of the black community. Through a series of thoughtfully curated photographs, the web platform becomes a canvas that reflects the heart of Freedom Festival, pulsating with love for freedom and equality.These images are not mere snapshots; they are visual stories that unfold a narrative of unity, solidarity, and appreciation for the rich tapestry of cultures. The careful framing and composition of each photograph convey a commitment to representation, ensuring that the black community is not only seen but celebrated as an integral part of the festival’s identity.In the digital age, where visuals are a powerful medium of communication, these photographs become ambassadors of a message that transcends words. They convey a commitment to equality, a celebration of diversity, and a profound acknowledgment of the struggles and triumphs of the black community. It’s a visual testament to the festival’s belief that freedom and equality are not just lofty ideals but tangible realities to be embraced and championed.The intentional use of colors reflects the festival’s vibrancy and dynamism. Bold hues, reminiscent of the festival’s liveliness, are strategically employed to create a visually engaging environment. The juxtaposition of colors, perhaps mirroring the diversity of the festival itself, invites users to explore and discover the myriad offerings within the digital realm.
Marketing approaches taken by cultural festival
1、Multifaceted Engagement Strategy
Creating visually engaging interfaces involves a strategic blend of aesthetics and functionality. Incorporating multimedia elements, captivating visuals, and intuitive layouts contributes to an immersive digital experience.”Posits that overall firm performance will be influenced by how well the marketing organization’s cultural orientation (i.e., market, adhocracy, hierarchy, or clan) complements alternative business strategies (i.e., Prospector, Analyzer, Low-Cost Defender, Differentiated Defender) after controlling for other, key firm-level variables. Responses from a sample of senior marketing managers provide partial support for the model and demonstrate that high-performing businesses of one strategy type have a different cultural orientation than high-performing businesses of the other strategy types. “Cultural festivals are often planned as part of place marketing, image branding, and civic boosterism to aid in the regeneration of urban areas. While complexities surrounding place, marketing, and festivals have been acknowledged with regard to large scale events, little is known about ethnic festivals in urban neighborhoods. It is important to understand festival places and the factors that challenge place marketing in urban neighborhood spaces. The purpose of this chapter is to explore the multiple realities of place with respect to ethnic festivals. It is a case study approach of four neighborhoods and their street festivals in Toronto, Ontario, Canada. A discussion reveals such key realities as politics and image, social identity and representation, cultural authenticity and neighborhood differentiation as concerns for festival promotion and place marketing. In order to ensure ethnic festivals instil strong meanings of place and belonging for community members, place marketing must acknowledge the complexities of places and market and manage them properly relative to the developing community. The multiple realities of places at the scale of festival, neighborhood, and city need to be acknowledged in order to address the deeper meanings and complexities that exist with regard to these unique and evolving ethnic spaces.”[3]And, contrary to previous research, the results of this study show that each of the cultural orientations may play a role in creating superior performance.”[2]Cultural festivals leverage a mix of channels, including social media, traditional media, and digital platforms. Understanding how these channels synergize amplifies the festival’s reach and impact.The design of digital platforms should prioritize accessibility for all users. This involves implementing features that cater to diverse needs, ensuring an inclusive experience for a broad audience.Collaborating with sponsors, local businesses, influencers, and artists enriches the festival’s marketing ecosystem.
2、User-friendly interfaces
It play a pivotal role in the effective dissemination of information. A well-designed interface ensures that attendees can access information quickly and efficiently. From mobile apps to the festival website, the interface should be user-centric, minimizing complexity and maximizing clarity.The infusion of data-driven decision-making into marketing strategies represents a transformative paradigm shift. By delving into audience demographics, preferences, and behaviors, marketers gain a profound understanding of their audience. This understanding becomes the bedrock for crafting targeted campaigns that resonate with specific segments, delivering a personalized and impactful festival experience. Simultaneously, streamlining information presentation and real-time updates ensure that attendees are not just informed but actively engaged, creating a festival atmosphere that is not only culturally rich but also technologically advanced and user-centric.A user-friendly interface that facilitates easy exploration of festival details contributes to the overall satisfaction of attendees. The navigation design should be intuitive, allowing users to effortlessly find the information they seek, from event schedules to artist line-ups.Push notifications serve as a dynamic tool for real-time updates, enabling the festival to communicate changes, announcements, and essential information directly to attendees’ devices. This real-time communication enhances the overall experience, keeping attendees well-informed and engaged with the festival.
3、Data-Driven Decision Making
By dissecting data on age, location, interests, and other key demographic factors, marketers gain a nuanced understanding of their target audience. This granular insight facilitates the tailoring of messages, visuals, and campaigns to align seamlessly with the preferences and expectations of different demographic segments.Preferences, being subjective and dynamic, require constant monitoring and analysis. Through data-driven decision-making, marketing strategies are shaped by an ongoing evaluation of audience preferences. This involves scrutinizing consumer behavior, feedback, and response patterns to discern shifts in preferences. The ability to adapt campaigns in real-time based on these insights ensures a marketing approach that remains agile, responsive, and closely aligned with the evolving desires of the audience.Behavioral analysis further enriches the data-driven marketing landscape. By examining how users interact with online platforms, engage with content, and respond to marketing initiatives, a deeper understanding of behavioral patterns emerges. This understanding transcends mere demographic and preference data, allowing for the creation of campaigns that resonate with the innate behaviors and tendencies of the audience.The essence of data-driven decision-making lies not just in collecting vast amounts of data but in distilling actionable insights from this data. Effective data analysis involves identifying patterns, trends, and correlations that inform strategic decision-making. Advanced analytics tools and techniques play a pivotal role in transforming raw data into meaningful and actionable information, providing marketers with a robust foundation for strategic planning.Moving beyond the realm of data analysis, the practical application of insights manifests in the creation of targeted campaigns.
Through semantic maps, it can be found that the user groups between different programs are different, so there are also certain differences in feature vocabulary, but vocabulary and vocabulary are still in a related state. By integrating semantic categories through four programs, it was found that the core nodes of the semantic graph mainly include “art”, “program”, “painter”, and “China”. This indicates that the tone of the “viewing ideal” program is based on the perspective of Chinese culture, producing different types of cultural programs. At the same time, it can also be seen that users tend to compare different content and insights between China and the West during the process of watching programs, This largely reflects the autonomy and thinking of users. In addition to the core nodes, the most frequently mentioned names such as “Liang Wendao”, “Wang Ximeng”, “Chen Danqing”, etc. also indicate that the guests invited by the program are in line with the user’s taste and are more suitable as a major point in product marketing in the brand value chain association dimension
The Role of app and Web Design in Promoting Cultural evens
The 2024 Freedom Festival will be a feast to look forward to, as I will take a new and unique approach to unfold. The theme of Hull Freedom Festival 2024 will be “More open, more inclusive, more free”. As we all know, during the Freedom Festival, people from all over the world gather in Hull to have a good time together. And those who have not been to the scene of the audience, can only enjoy the style of the free festival through the wonderful replay after the free festival. This has undoubtedly limited the spread of the Freedom Festival. In order to break this limitation, at the Hull Freedom Festival in 2024, I will open up the VR online channel, create the VR Holographic Hull Freedom Festival, and invite audiences around the world, through the Internet and VR glasses, to participate in the carnival. The audience can get a panoramic viewing Angle through the VR online channel. By wearing VR devices, the online audience can switch the viewing Angle of Hull Free Festival at will, switch venues, feel the stage of the event site personally, and watch various props and sets in the event closely, which increases the audience’s sense of participation and interaction. Bring an “immersive” experience similar to that of the live participants.
Hull Freedom Festival 2024 will be an immersive experience for both those in Hull and those on the other side of the Internet. This setting can not only expand the influence of the Freedom Festival, but also enable those who cannot reach the site but want to participate in the Freedom Festival to realize their wishes, and truly realize the “freer” way of participation.
In addition, in the form of organizing, online and offline are not independent lines, on the contrary, online and offline can be integrated with each other. The host is set in different venues to interact with the online audience, so as to enhance the interactive experience of the online audience. Through VR technology, the new immersive Hull Freedom Festival is constructed, so that the online audience can get ultra-close, multi-perspective and immersive viewing experience, and the online audience can still be immersive although thousands of miles away.
In addition, in terms of the cast, Hull Freedom Festival 2024 will not only invite artists from all over the world, but also recommend creative ordinary people through social media, so that more new faces will join the feast, bringing new vitality and fresh blood to the feast. This is also more in line with the Hull Freedom Festival 2024 theme of “more open, more inclusive, more free”.
The updated 2024 Festival of Freedom logo will be a design embodiment of the event’s technological sense and modern fusion, with more flexible shapes and diverse colors, showing the characteristics of “more open, inclusive and free”. Overall, the new logo reflects the core spirit of Hull Freedom Festival 2024, which will be able to arouse the interest and resonance of online and offline participants, creating a pleasing visual image for the event.