Windscape Kite Festival is a 2-day event held in Swift Current, Saskatchewan every June. With a great lineup of kite artists attending every year from across North America and beyond, Windscape Kite Festival offers families an exciting weekend of unique entertainment. Over the course of the two day festival, the skies above Swift Current, Saskatchewan fill with an incredible array of beautiful and colourful kites. Among the wonderfully big kites and inflatables, the event showcases out-of-this-world stunt kite fliers, quad-line fliers, and teams that thrill the crowd with their choreographed kiting routines. There are plenty of other activities for the whole family to enjoy as well.

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Materials created include (but are not limited to): an identity system, posters, brochures, bookmarks, handbills, tabletop brochures, billboards, booklets, pennant banners, sponsor report, newspaper advertisements, and magazine advertisements.

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Design Problem

Windscape Kite Festival required a more cohesive brand identity. I began by developing a new logo for the festival, and then developed an identity system with which it would be used. The latter included chosen typefaces and a colour palette. The logo gets used on a variety of mediums and in quite a few locations, therefore it was important that it be easily recognizable as a brand; on its own, or within print collateral.

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Solution

A new identity was developed by creating a variety of sketches as well as by an elaborate ideation and conceptualization process. I also worked closely with Shann Gowan, the executive director of the festival. As opposed to choosing one photo as our main image across all print collateral, as done in previous years, we developed a new idea to have all print collateral use a grid system in order to display photos.

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Outcome

We experienced many positive outcomes as a result of the rebrand. We increased our audience from 8,000 to 9,000. Also, token and children’s activities usage increased 9% over the previous year. We received many positive comments, and were able to integrate the logo across all aspects of the festival.

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Testimonial

“Raquel Vigueras is an exceptional designer who developed a new logo and corporate identity for our international kite festival. She created a vibrant and very-usable logo along with creative adaptations for the many different uses we required. The new logo is clean and bold. It works well as one or two colours and in many applications and all sizes. We were very pleased with her work and professionalism.” --Shann Gowan, Executive Director