Lively visual identity and Spanish-English materials for a Colombian flower and culture festival
TIMELINE
Sept – Dec 2024
Type
Visual Identity
TOOLS
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Industry
Arts and Entertainment
CONTEXT
Called the Travelling Flowers Festival in English, this high-energy event is an international, 3-day celebration of the flower farmers and industry of Medellín, Colombia. The highlight of the festival is the “Silleteros Parade”, where local flower farmers carry extravagant, hand-crafted flower arrangements on their backs to celebrate their culture and traditional labour. It is a conceptual festival that has been adapted from the “Feria de las Flores”.
Challenge
Solution
Designed by local flower farmers, monumental silletas are intricate, circular flower arrangements that display an abundance of colourful flower varieties and foliage. As the most beloved creations of the highly anticipated “Silleteros Parade”, this visual identity displays the most popular flowers and foliage from these silletas, along with shoe footprints and road markings that represent the parade. Event materials also feature a circular layout composition or shape wherever possible, in reference to these circular arrangements.
Visual Identity Elements
Typography
Tomarik Brush
City of Eternal Spring
Tomarik Introvert
A celebration of Medellín's flower farmers and industry
Colours
Bright Yellow
#feed7f
Dark Green
#243f23
Medium Green
#84c44d
Pink
#ee3e96
Purple
#6b5ea9
Pale Yellow
#f9f0ca
Illustrations
Takeaways
Through this project, I learned about the significance of a flexible design system that can be applied to assets varying in size, shape, and medium. I found success with creating illustrative building blocks for this visual identity, where I could arrange them on assets from small, circular pamphlets to large teardrop flags.
