To create a new unique identity for this well attended event in the vein of bustling signage of a cultural metropolitan area. This would differ from year's past that used a well established travel theme for the identity of the event. They also wanted to use a more illustrated art style and graffiti-like text treatment for the title.

To create new event branding that is a departure from the previously established travel identity while still keeping the high attendance rate of attendees with the possibility of an increase.

Based on the client's needs and requests, I decided to lean in more towards the overcrowded signage that can be found in cultural communities in major metropolitan cities. By using a more angular perspective, I was able to create the feeling of a building with over-crowded signage but still relay the messaging for the event. They also wanted to use an art style that was more illustrated and with graffiti-like text treatment, so I made sure to hand draw every element in the design while still maintaining the angular perspective. The other element that the group wanted was imagery of every cultural group involved to be present in the design. I then decided to make each element be represented by store signage and scattered them throughout the signage that was created, in order for each element to be present but subtly blended into the other signage.

To achieve the graffiti-like text treatment, I knew I would have to hand draw the title treatment and keep the previously established styling of street graffiti by exaggerating certain tails and necks of each character in the title treatment. I also made the decision of stacking some characters on top of others to help create this distinction that the title treatment was both hand drawn and that the size of the "sign box" was taken into consideration. Based on all of these decisions, I was able to create the design elements requested while still being able to make a layout that was legible and easy to read at a glance.