Creative Direction | Branding & Identity | Illustration | Motion Graphics
Milkweed Music Festival is a conceptual event that combines the joy of folk and bluegrass music with a focus on giving back to the environment.
It's not just a weekend of concerts. Attendees would revitalize the outdoor venue by planting wildflower seeds between the sets.
It's not just a weekend of concerts. Attendees would revitalize the outdoor venue by planting wildflower seeds between the sets.
Inspired by native Virginia wildlife, the brand system includes illustrations of local animals, including the dart moth, bumblebee, ruby-throated hummingbird, common gray wolf, and the Appalachian cottontail.
The logo mark is inspired by Monarch butterflies, which play a crucial role in Milkweed pollination. Milkweed flowers also provide shelter for Monarch caterpillars. Music notes and floral motifs are neatly tucked into the butterfly's markings.
Seed packets would be provided for each attendee. Because they are the same size as the festival badges, they can be hooked onto their lanyards for safekeeping.
Once the event is over, festival-goers can keep the ephemera as souvenirs or bury the seed-infused paper and watch it bloom.
