Wednesday 19 February 2014

PARKLIFE: PIN STUDIO'S

Through my research, I found it quite hard to find all of the information I needed about the park life branding guidelines. However in doing this research I came across the studio that was responsible for the branding and identity of the Parklife festival. Pin studio's is a creative design agency in Manchester that specialises in visual design, web development, marketing strategy and PR. They have a wealth of experience in music, events, venues, culture and entertainment.







Pin Studios

We have worked with The Parklife Weekender since it was founded in 2010. Since then, the festival has grown from a 17,000 capacity, one-day event in Platt Fields Park to a 40,000 capacity, two-day event at Manchester's Heaton Park, and is one of Manchester's biggest music events.

We created the original brand identity and each year see the whole campaign through; we update the brand ID for that year and provide the design for promotional print, outdoor advertising, merchandise, programmes and event visuals.

We work closely with the Parklife team on online, email and social media marketing and create engagement strategies for each year's event through teaser flyers and posters, competitions and planned lineup announcements.

www.parklife.uk.com was designed and built on our content-management system, allowing the client to quickly update and manage the website content. 




Primary Research

I decided to contact the studio to see if they could answer any of my questions on the subject to help me gain a better understanding of what influenced them.


Contact with the agency:









Questions:

1. What was the influence behinds the aesthetics of the festival?

Parklife is a fairly you festival with the main demographic being students (when it was at platt fields park it was seen as an end of term party). It is also seen a chance to let of steam and have fun with a less serious aesthetic than that of the warehouse project.

The last two year have seen a move to hand-drawn scrap book style design to lean towards a nostalgic school doodle, playful theme.

2. The 2013 logo has remained the same this year, is there a reason for this and who designed it?

I designed that. 2010-2012 used pretty much the same logo (with minor changes) in 2013 the brief was to make the design more lighthearted & playful (as mentioned above) which is where this hand-drawn logo came to be, the client liked it so much they wanted to use it again for this year.

3. What font's do you use for the promotional material?

For the 2014 season we have used festivo & the hand, the previous year was all hand-drawn but this proved problematic as the client have a in-house team for updating minor artwork such as twitter announcements / facebook etc so we needed to move to use a real typeface, we also wanted to use one that had a online version too for doing font replacement on the website.

4. Where can I find examples of the printed collateral, other than posters for the festival?

There's a few select bits here http://pin-stud.io/archive/client/11/Parklife_Weekender.html such as lanyards etc. if you emailed parklife direct they may have some examples to send or pick-up (unfortunately we don't keep many samples of wristbands, programmes etc)

5. Do you follow a set of branding guidelines for the festival and what do you recommend for designers to do in order to create a successful design for a music festival?

Yes we follow the brand guidelines (which are set by ourselves) most of it comes down to common sense graphic design rules though of being consistent with each item and paying attention to detail.


From emailing this studio I felt really happy with the response I received and how quickly they got back to me. Pin studios is definitely somewhere I want to place with in the future so speaking to them has made me feel really confident in speaking with them in future and after this project is over I would consider sending them my work to get their opinion. I also got all the information I needed in regards to the park life brand and how to create a successful brand.

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