Project Scope
Blocktober Fest was an interesting design challenge, and a bit of a moving target, since it was a brand-new event that was still actively being planned. The client was still accepting vendor applications, finagling the lineups for two stages and trying to figure out OLCC logistics as we were sending them iterations.
After the kickoff meeting, I learned that my approach needed to walk a fine line between showcasing Oktoberfest beer culture, and keeping the imagery broad enough to encompass a block party, music, and vendors. I was asked to keep the logo neutral enough to work with any changes that might come up during planning or in future years.
Deliverables
Logo Pack, Icons, Brand Elements, Stickers, Event Poster
Completed
2022
Context & Research
In order to capture a Bavarian (Oktoberfest) feel, I had to dive into the culture I was trying to represent. I was especially interested in the filigree and embellishments used on traditional Bavarian clothing and some of the contemporary takes of Oktoberfest culture.
I also looked at brew festivals of the area for context, and to help me distinguish this event from what's already been done.
Type Exploration
Round 1 Comps
Round 2 Comps
Color Exploration
The approved colorway (left) was chosen for its versatility and authenticity to Bavarian culture, as well as its emphasis of the red rose – an important Roseburg symbol.
Poster Process
INITIAL DIRECTION
With the logo project approved & sent off, we were asked to design a poster that would compliment and show it off.
My initial intincts told me to paint a scene with a warm, wood-toned, tavern feel – so that’s where my first sketches went.
Unfortunately, this direction didn’t hit the mark. Our client was concerned the idea of a “street festival” would be lost on the public, and they wanted something that would better represent Roseburg and the Downtown area in general.
Poster Process
NEW DIRECTION
With this feedback in mind, I got to work capturing some of the Downtown buildings and working in little bavarian touches throughout this new direction.
Final Poster
I based this building off a classic brick building that you’d find Downtown, but with a twist: German-style timber-framed walls.
Placing the new logo front & center was ultimately everyone’s favorite iteration and the addition of a family walking in the foreground gave the structured scene more life.
Social Media
As a bonus, I included some abbreviated icons and lockups that would be better suited to social media.
Final Approved Assets
