challenge — Rebrand the Pacific Rim Whale Festival, an annual event on Vancouver Island celebrating the annual migration of the gray whale, to attract both families with younger children and science enthusiasts. The campaign aims to bring in more people from the surrounding areas to experience the local festival.
solution — Creating a unified visual system with a redesign of the poster, event program, and tickets, showcasing the festival's aim to inspire and educate its audience about the gray whale and its surrounding habitats.
My design approach was to make science fun for the kids and casual families, while making it serious enough for the scientists. Because science is inherently based on curiousity and an awe of nature, I was able to draw upon these common elements between the two different audiences.
I used an "anatomy" motif throughout, as a metaphor for science diagrams. This is combined with powerful photography in the program booklet, which also uses a tall format to hint at the whale's size.