This is an ideal workflow for promoting a music festival.
I had the honor of working for the Orlando Jazz Festival. To create the visual identity, I drew inspiration from the music itself and the atmosphere where the festival takes place—by a lake and under the shade of large trees in the sculpture park of the American Art Museum.
Step 1: Start by creating the first “Save the Date” artwork, where you announce the date, the venue, and the artists who have already confirmed. While developing this piece, you also define the core graphic elements that will carry through the entire campaign, creating a clear and consistent visual direction from the beginning.
This artwork can be exported in any size and format to be used across any platform or medium.
The elements that make up the visual identity should be designed and organized in layers, so they can be easily adapted to any size — and also used for animation and web design when needed.
Each element is a work of art. That’s why designing a full visual identity usually costs more than creating a single flyer in just one size. It’s not just one piece — it’s building a whole system that can grow, adapt, and stay consistent everywhere.
Step 2: Start putting the designed elements to work and use them to create content
We can roll out announcements gradually, sharing new artists as they confirm and keeping the excitement growing over time.
For this festival, I created a video format for Instagram.
IG POST
IG STORY
The video format is carefully designed to make a strong impact.
Each artist got their own post and Story featuring their photo, and they were able to choose the music they wanted to include so it felt true to their style.
Step 3: Once the lineup is fully confirmed, we print the posters and flyers, and share them through posts and Stories.
Step 4: Publish the schedule.
Step 5: Create and publish the event map to help attendees easily find key areas like stages, restrooms, VIP zones, and entrances.
Everything designed for social media is carefully planned so the feed works like a catalog of the artists and everything the festival has to offer.
Step 6: Design and produce the festival merchandise.
You can include wristbands, staff badges, all kinds of merchandise, signage, and menus as part of the overall festival branding system.
