Yuki

Yuki

Yuki

Turn the six upside down, it's a nine now

OVO Fest

Turn the six upside down, it's a nine now

OVO Fest

Client

Academic Project

Industry

Entertainment & Media

Year

2024

Duration

3 Months

Project Overview.

Tasked with developing creative concepts and tangible items for a chosen three-day festival for an academic project, this iteration of OVO Fest seamlessly blends modern and alternative design elements to create a dynamic, forward-thinking aesthetic. The design portrays Toronto's vibrant culture, emphasizing its deep connection to rap and hip-hop, while honoring the festival's iconic influence in the music scene.  

Challenge.

Design a complete visual identity for a three-day music festival that functions seamlessly across physical and digital assets while supporting bilingual communication (English and French). The challenge was to build a bold, cohesive system where typography becomes the primary visual element, without compromising clarity, hierarchy, or accessibility across both languages. The identity needed to reflect Toronto’s influence on rap and hip-hop, respect the legacy of OVO Fest, and feel modern, forward-thinking, and collectible.

Event Program
Programs are designed to serve as a comprehensive guide for festival attendees, blending modern design aesthetics with clear and engaging communication. These bilingual materials (English and French) reflect the cultural inclusivity of the festival while emphasizing practicality and visual appeal. The programs not only guide attendees through the festival experience by showing where things are located (merchandise bar, washroom, parking etc.) but also act as collectible keepsakes as many concert-goers like memorabilia. The innovative use of gradients, bold typography, and flowing 3D create a cohesive visual identity that aligns with the OVO Fest branding, leaving a lasting impression.

Event Program
Programs are designed to serve as a comprehensive guide for festival attendees, blending modern design aesthetics with clear and engaging communication. These bilingual materials (English and French) reflect the cultural inclusivity of the festival while emphasizing practicality and visual appeal. The programs not only guide attendees through the festival experience by showing where things are located (merchandise bar, washroom, parking etc.) but also act as collectible keepsakes as many concert-goers like memorabilia. The innovative use of gradients, bold typography, and flowing 3D create a cohesive visual identity that aligns with the OVO Fest branding, leaving a lasting impression.

A group of four people engaged in a discussion while seated in a cozy, plant-filled setting.
A group of four people engaged in a discussion while seated in a cozy, plant-filled setting.
A group of four people engaged in a discussion while seated in a cozy, plant-filled setting.
A group of four people engaged in a discussion while seated in a cozy, plant-filled setting.
A group of four people engaged in a discussion while seated in a cozy, plant-filled setting.
A group of four people engaged in a discussion while seated in a cozy, plant-filled setting.

Tackling three different visual directions/design approaches: abstract, representational, and symbolic. Representing different parts of OVO Fest.

Typography Exploration
In this type exploration for OVO Fest, the focus was on pushing the boundaries of typography to create a bold and memorable identity that captures the event's energy and cultural significance.

I started with hand-drawn sketches, experimenting with fluid forms that hinted at the iconic OVO owl without being overly literal. The goal was to create a type treatment that felt organic and energetic, reflecting the dynamic atmosphere of the festival. From there, I explored more stylized versions, playing with curves and exaggerated letterforms to bring a sense of motion and rhythm.

At the digital iteration stage, I started experimenting with different weights and textures. I wanted the letters to feel alive and dynamic, almost like they're popping off the page. I wanted it to look like glass, adding depth and vibrancy. The colour treatment draws inspiration from the city lights of Toronto, tying the visual identity back to the city’s urban culture. The playful, rounded letterforms bring a youthful, energetic feel that resonates with the festival's audience.

Overall, this type exploration was about balancing bold experimentation with cultural relevance, creating a typographic identity that feels fresh yet authentic to the OVO brand. It’s a fusion of abstract forms, minimalism with intentionality and vibrant colors that come together.

Typography Exploration
In this type exploration for OVO Fest, the focus was on pushing the boundaries of typography to create a bold and memorable identity that captures the event's energy and cultural significance.

I started with hand-drawn sketches, experimenting with fluid forms that hinted at the iconic OVO owl without being overly literal. The goal was to create a type treatment that felt organic and energetic, reflecting the dynamic atmosphere of the festival. From there, I explored more stylized versions, playing with curves and exaggerated letterforms to bring a sense of motion and rhythm.

At the digital iteration stage, I started experimenting with different weights and textures. I wanted the letters to feel alive and dynamic, almost like they're popping off the page. I wanted it to look like glass, adding depth and vibrancy. The colour treatment draws inspiration from the city lights of Toronto, tying the visual identity back to the city’s urban culture. The playful, rounded letterforms bring a youthful, energetic feel that resonates with the festival's audience.

Overall, this type exploration was about balancing bold experimentation with cultural relevance, creating a typographic identity that feels fresh yet authentic to the OVO brand. It’s a fusion of abstract forms, minimalism with intentionality and vibrant colors that come together.

Result.

Type as the Image
This project pushed me to treat typography as the main visual element rather than a supporting layer. By breaking away from traditional hierarchy and using scale, placement, and abstraction, I created type that felt expressive and dynamic while still staying legible and intentional.

Bilingual Design Execution
Designing for both English and French required careful consideration of hierarchy, spacing, and readability across all assets. I built layouts that could accommodate bilingual content without feeling crowded or secondary, ensuring clarity and accessibility while preserving strong visual impact. The result was a system that communicates seamlessly in both languages while staying true to the overall brand identity.

Designing a Visual Identity Across Touchpoints
Working across multiple formats deepened my understanding of how a visual identity shapes user experience at every interaction point. The final result was a recognizable, immersive system where typography and branding worked together to create a unified and memorable festival experience.

Type as the Image
This project pushed me to treat typography as the main visual element rather than a supporting layer. By breaking away from traditional hierarchy and using scale, placement, and abstraction, I created type that felt expressive and dynamic while still staying legible and intentional.

Bilingual Design Execution
Designing for both English and French required careful consideration of hierarchy, spacing, and readability across all assets.
I built layouts that could accommodate bilingual content without feeling crowded or secondary, ensuring clarity and accessibility while preserving strong visual impact. The result was a system that communicates seamlessly in both languages while staying true to the overall brand identity.

Designing a Visual Identity
Across Touchpoints
Working across multiple formats deepened my understanding of how a visual identity shapes user experience at every interaction point. The final result was a recognizable, immersive system where typography and branding worked together to create a unified and memorable festival experience.