ABOUT

The Challenge
The inaugural "A Time to Breathe" (ATTB) festival, curated by Greta Mendez MBE and co-produced by James Scotland, aimed to celebrate black culture through music, poetry, and dance. The challenge was to create a compelling and visually authentic campaign that would resonate with the event’s core values, representing marginalized narratives while highlighting its diverse, cross-genre lineup. This required careful balancing of both artistic expression and broad appeal to attract a wide audience to a new, culturally significant festival.

The Strategy
My strategy centered on developing a visual identity that was deeply connected to the theme of black culture while embracing the festival's broader artistic goals. I created a distinctive color palette of brown, deep red, and blue, intentionally chosen to reflect the historical and cultural significance of the narratives at the heart of the festival. The design strategy also focused on conveying the festival's USP—its eclectic and cross-genre lineup—while ensuring that the visual elements remained authentic and impactful for a diverse audience.

The Execution
I was responsible for designing most of the marketing materials, including key visuals, event posters, and promotional assets. I developed the overall visual identity and ensured it was reflected consistently across printed and digital formats. However, some of the social media graphics were handled by another social media team. My focus was on ensuring a cohesive and striking visual style across the primary event collateral and maintaining alignment with the festival’s core narrative and messaging.

The Outcome
The inaugural "A Time to Breathe" festival was a tremendous success, attracting over 500 attendees over its five-day duration. The marketing materials and visuals played a pivotal role in creating awareness and driving attendance. The festival successfully achieved its goal of representing marginalized narratives while celebrating diversity and culture, leaving a lasting impression on attendees and the wider community.