Upcycling Music Festival – Logo Design Concept
For the Upcycling Music Festival branding, I created a logo inspired by the idea of transforming discarded straws into musical instruments. The flowing, dynamic lines in the design represent the bending and reshaping of straws, capturing the creativity and energy behind the upcycling process.
For the Upcycling Music Festival branding, I created a logo inspired by the idea of transforming discarded straws into musical instruments. The flowing, dynamic lines in the design represent the bending and reshaping of straws, capturing the creativity and energy behind the upcycling process.
I selected green as the main colour to highlight the eco-friendly and sustainable spirit of the festival. The logo combines a playful feeling with precise structure, using a carefully built grid system to maintain balance, clarity, and strong visual impact across different uses.
5P Analysis
People
The festival targets environmentally conscious individuals, music lovers, DIY enthusiasts, Hong Kong locals, and tourists who value creativity and sustainability.
The festival targets environmentally conscious individuals, music lovers, DIY enthusiasts, Hong Kong locals, and tourists who value creativity and sustainability.
Product
The festival features an eco-friendly ambassador, Kevin Cheung Wai Chun (張瑋晉), who will give a talk on environmental action. It also includes upcycling music performances, DIY workshops for making instruments from recycled materials, and a handcraft market selling upcycled products.
The festival features an eco-friendly ambassador, Kevin Cheung Wai Chun (張瑋晉), who will give a talk on environmental action. It also includes upcycling music performances, DIY workshops for making instruments from recycled materials, and a handcraft market selling upcycled products.
Price
Tickets will be affordably priced between HKD 50–100, making the festival accessible while promoting the value of reusing and repurposing resources.
Tickets will be affordably priced between HKD 50–100, making the festival accessible while promoting the value of reusing and repurposing resources.
Place
The event will be held at K11 for exhibitions, and open areas like Central Waterfront and West Kowloon Cultural District for performances and workshops, offering a vibrant, outdoor experience.
The event will be held at K11 for exhibitions, and open areas like Central Waterfront and West Kowloon Cultural District for performances and workshops, offering a vibrant, outdoor experience.
Promotion
Marketing will be done through Facebook, Instagram, an official event website, and traditional advertising such as posters, leaflets, TV, and travel books.
Marketing will be done through Facebook, Instagram, an official event website, and traditional advertising such as posters, leaflets, TV, and travel books.
SWOT Analysis: Upcycling Music Festival
Strengths
Strengths
• Educational and promotes environmental awareness.
• Music and art events are generally more attractive and engaging to the public.
• Encourages an eco-friendly lifestyle and raises environmental consciousness.
• Offers a new and unique experience for the local audience.
• Music and art events are generally more attractive and engaging to the public.
• Encourages an eco-friendly lifestyle and raises environmental consciousness.
• Offers a new and unique experience for the local audience.
Weaknesses
• Difficult to attract children and teenagers, who may prefer electronic entertainment.
• General lack of strong environmental awareness among the Hong Kong population.
• Limited impact on changing long-term daily habits.
• Few musicians in Hong Kong specialize in upcycled music, making it challenging to organize shows and workshops.
• High rental and salary costs in Hong Kong increase operational expenses.
• Difficult to attract children and teenagers, who may prefer electronic entertainment.
• General lack of strong environmental awareness among the Hong Kong population.
• Limited impact on changing long-term daily habits.
• Few musicians in Hong Kong specialize in upcycled music, making it challenging to organize shows and workshops.
• High rental and salary costs in Hong Kong increase operational expenses.
Opportunities
• Potential partnerships with the Environmental Protection Department, with available funding support (up to HK$2,000,000).
• Collaboration opportunities with upcycled music performers and local eco-product designers.
• Cost savings on materials through the reuse and repurposing of existing items.
• Growing global trend and public interest in sustainability and green events.
• Potential partnerships with the Environmental Protection Department, with available funding support (up to HK$2,000,000).
• Collaboration opportunities with upcycled music performers and local eco-product designers.
• Cost savings on materials through the reuse and repurposing of existing items.
• Growing global trend and public interest in sustainability and green events.
Threats
• Similar events have already been organized internationally, creating indirect competition.
• Compared to large organizations, it is harder to gain public trust and visibility.
• Limited marketing budget makes it challenging to reach a wider audience and compete with larger events.
• Similar events have already been organized internationally, creating indirect competition.
• Compared to large organizations, it is harder to gain public trust and visibility.
• Limited marketing budget makes it challenging to reach a wider audience and compete with larger events.
Pattern Development - Layout Testing
For this pattern, I explored a laboratory theme to represent the idea of upcycling as a fun and experimental process. Just like in a lab, where experiments lead to new discoveries, upcycling lets us create new things in a playful and innovative way.
For this pattern, I explored a laboratory theme to represent the idea of upcycling as a fun and experimental process. Just like in a lab, where experiments lead to new discoveries, upcycling lets us create new things in a playful and innovative way.
Pattern Development - Colour Testing
Brand Pattern and Clour Palette
Touchpoint Development - Poster
Signage Design
To maintain a consistent visual identity for the event, I designed a series of signage using elements from the event’s pattern design, featuring illustrations of upcycled instruments. The signs are simple, clear, and easy to understand, while reflecting the creative and eco-friendly spirit of the festival.
To maintain a consistent visual identity for the event, I designed a series of signage using elements from the event’s pattern design, featuring illustrations of upcycled instruments. The signs are simple, clear, and easy to understand, while reflecting the creative and eco-friendly spirit of the festival.
Two color versions were created. Dark grey is used for indoor areas, while green is used for outdoor spaces. This approach keeps the visual style unified while offering flexibility across different environments.
Booklet Design
Touchpoints
