FML Fest Design Proposal

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EXECUTIVE SUMMARY CURRENT SITUATION TARGET AUDIENCE PROJECT GOALS CREATIVE STRATEGY TECHNICAL STRATEGY PRODUCTION IMPLEMENTATION
PROCESS
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in this assignment, we were given the opportunity to
create an event for either an artist, a movie, or a game.
our group decided to work with a music festival event.
the event went by the acronym fml festival, which stood
for “for music lovers” festival, was supposedly handed
to us by a client. our job was to create the visual
aspects of what the event image and personality are
like. through these visuals, we had to then generate
ways to promote a fictional event that was soon to
have. the event should supposedly have enough depth
and scope to provide various promotional gimmicks such
as on-ground, online, or in-app implementations. in
our client’s case, the event would essentially be a
fashion, art and music festival.
the first task that was given to us was to produce
an original detailed microsite mockup design. the
microsite would feature information such as home, artist
line up, rundown schedule, ticket information, venue,
merchandise, gallery, sponsors and news relating to
the music festival event.
the second task, on the other hand, was to produce an
on-ground activation gimmicks proposal for the event.
we had to find a way to promote the event and somehow
attract new potential fans of fml festival.
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MUSIC gENRE
this event has variety of music genre, which is pop, rock, indie and
hip-hop. however, there’s always a question on why do we classify
music into genres. a genre with regard to a person or group’s work
is a readily definable category often used to identify and describe
their material. but, the problem with classifying music into genres
is that in an effort to encompass all types of music, genres
themselves become dizzying in their width and breath – simply put,
there are just too many of them. some artist would say that their
music is not confined by one genre.
fml
festival
pop
indie hip-hop
rock
MUSIC, FASHION AND ART
music, fashion and art are not an uncommon
mixture for an event. music and art influence
every aspect of the creative world. fashion
is a direct reflection of personal style,
and people’s taste in music will likely
reflect their own taste in apparel - it is
entirely unique.
in this generation there are such a vast variety of music genres that
a person can listen to. there are certain people who seem to love
all kinds of music. by loving all sorts of music genres really help
to appreciate everything about the artist. listening to they lyrics,
the rhythm, and backbeats to a song will help someone to get even
more connected if the song has a certain story or memory behind it.
to know that an artist put so much thought and work into a certain
6 song to make it unique and meaningful is the most important thing. 7

social media
these days, word of mouth and peer recommendations are more reliable
to customers when it comes to brands. in simple words, if a friend
trust or recommend a brand, then so will we. mass advertisements
are still paramount for their powerful reach but they more often
than not succeed in creating brand awareness alone. but it is
obviously not possible for you to directly engage with innumerable
potential customers. this is where social media influencers come
in. these “influencers” as they are called, are individuals who
can sway the sentiments of their online audience in a particular
direction regarding a brand, idea, business or person. using social
media influencers in your marketing is the practice of building
relationships with the people who can build relationships for you.
whether an influencer’s audience is small or large, an influencer
can reach consumers via their blogs and social networks that your
brand may not be able to. social media influencers generally have
a large twitter following, long facebook friends list or heavy blog
traffic, which means that through them you can reach a wide audience.
if they mention your brand name, talk about it or re-tweet or share
your posts, they are amplifying your brand communication.
microsite
a microsite is needed for this event as it helps separate particular
information away from the client’s main website. it is typically
branded differently than the client’s main look and feel. it creates
less clutter and provides easier access for the audience. this way, a
person will focus on one thing only, which is the 2017 music festival
instead of everything else that would be there on fml festival main
website.
on-ground promotion
We are living in a fast-paced world. because everyone is always so
busy, what can we do to get to become involved with our activities? an
on-ground promotion may just be the right thing as is it an efficient
way to engage with our audience. it allows two-way communication and
it’s a fast and easy way to get visitors to know, spread and get a
ticket for the event.
another important factor that contributes to their large following
is credibility. people tend to follow an influencer because they
consider them as opinion leaders. last but not least, influencers
are usually aware of the latest trends of the evolving social media
platforms. they tend to be among the first to try these new trends,
to discover new platforms to reach and engage with their audience.
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fml festival targets a very broad audience because of its diversity
of musicians on its lineup. majority of the thousands of festival
attendees fall within the 18-34 age range. as youths, they have
the disposable income, and they are also physically willing to
partake in consecutive days of standing on their feet for hours and
listening to loud music. the first way fml festival tries to appeal
towards those between 18-34 is by booking musicians who are very
popular amongst that age range. fml festival books young musicians
who often have a fan base comprised of young people. the second way
fml festival makes it apparent that it is marketing to those between
18-34 is by promoting festival fashion through clothing brands that
mainly young people wear. by bringing in clothing brands that appeal
to the young crowd, fml festival is also targeting its youthful
audience by showing them how popular its own brand is.
project
goals
the project goals are to produce a music festival
event with on-ground activations. these include the
microsite, social media, merchandise and poster for
the music festival. this project requires the whole
group to produce a unique and out-standing music
festival event that could attract the attentions from
the targeted age group.
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MICROSITE
the microsite is created to provide execute information about the
fml Festival.
The creative strategy for this
project is that we merge the idea
of music, fashion and art into a
music festival event.
social media
art
music
fashion
the use of social media is appropriate for this event as we currently
live in the age of technologies and our targeted age group is most
likely to be heavy users of social media. there are two main accounts
that were frequently used throughout the promotion for this event.
the first social media account is facebook, contents in related to
the music festival was released on a weekly basis, two to three
updates will be made every week in order to keep the fans on track
regarding updates on our event. next, we also created an instagram
account. instagram is used to announce updates regarding the event,
but mostly in visual form as this platform allows user to create
visual based posts. a Snapchat account was also created for this
event. our Snapchat account was mainly used to post live updates
about the ongoing roadshows and events.
on-ground promotion
we also created an on-ground promotional event to promote the fml
festival. the promotional event is held 2 months before the actual
event date. sunway pyramid was the chosen venue for this event
as several universities/colleges are located nearby the mall; it
is where we can expect a larger amount of people of our targeted
group. this event acts to boost ticket sales as well as creating
greater awareness about the event. local artists will be invited
to perform and interact with the audiences. audiences will have the
opportunities to participate in mini games to win free tickets to
the fml festival as well as various discount vouchers. merchandising
booth and ticketing booth is set up at the event to provide purchasing
opportunities.
roadshows will also be held throughout the promotional period. FML
roadshow trucks will stop by at the top 10 universities in klang
valley to promote the event. these roadshows acts to create greater
awareness about the event, as well as creating greater opportunity
to boost ticket sales. local bloggers will be invited to participate
in the roadshows to attract larger crowd. audiences will be engaged
to participate in mini games to win free tickets to the fml festival,
goodie bags will also be hand out to the students when they fulfill
a certain task, such as liking and sharing our social media page.
our sponsorship partners will be invited to tag along the roadshows,
where they can set up mini booths of their own to promote and boost
sales for their brand.
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the software that were used
for this assignments are adobe
photoshop, adobe illustrator
and autodesk 3ds max.
adobe photoshop was used to create the logo, promotional posters,
merchandise and most of the promotional items. adobe illustrator
was used to create the wireframe and microsite. although we were
encouraged to use adobe photoshop for the microsite, we feel that
it will be better to use adobe illustrator instead. this is because
adobe photoshop is more towards photography editing and we feel that
adobe illustrator will be much better for us to create a microsite.
autodesk 3ds max was used to create the 3D modeled perspective of
the actual site of the on-ground promotional event. autodesk 3ds
max is a professional 3D computer graphics program for making 3D
animations, models, games and images.
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SUPPORTED BY
OFFICIAL RADIO PARTNER
OFFICIAL MUSIC CHANNEL
OFFICIAL MEDIA PARTNER
OFFICIAL FASHION PARTNER
OFFICIAL TRANSPORTATION OFFICIAL FOOD AND BEVARAGES
SUPPORTED BY
OFFICIAL RADIO PARTNER
OFFICIAL MUSIC CHANNEL
OFFICIAL MEDIA PARTNER
OFFICIAL FASHION PARTNER
OFFICIAL TRANSPORTATION OFFICIAL FOOD AND BEVARAGES
SUPPORTED BY
OFFICIAL RADIO PARTNER
OFFICIAL MUSIC CHANNEL
OFFICIAL MEDIA PARTNER
OFFICIAL FASHION PARTNER
OFFICIAL TRANSPORTATION OFFICIAL FOOD AND BEVARAGES
production
we created few event series poster to promote the big names in the
industry in order to capture potential visitors to come. not just
that, there we also came out with the main poster that includes all
the artist that will be performing during the event.
the design that we chose is mix-media. We are trying to make it
looks new yet maintain the old media usage. Therefore, its a mix of
photography and illustration. In order to fit to Malaysia’s culture,
we are trying to portray the element of Batik on all our promotional
items. But, the batik elements that we chose are the minimalist
pattern in order to suit today’s generation.
our Logo
our logo is a typeface logo formed with a
font called summer hearts. this typeface is
chosen as it reflects the summer vibes.
summer hearts
a b c d e f g h i j k l m
n o p q r s t u v w x y z
for
fml lovers
festival
music.fashion.art
music
August
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KEPONG METROPOLITIAN PARK
Promotional Posters
Sam Fedlt
August
20
fml
festival
fml
festival
August
20
Mark Ronson
fml
festival
August
21
Macklemore
Macklemore
&
&
Ryan
Ryan
Lewis
Lewis
Macklemore & Ryan Lewis
GEORGE MAPLE
The 1975
Purity Ring
SAM FELDT DREAM KOALA SOMMERHAAR
MONKEY TO MILLIONAIRE
RYAN HEMSWORTH POLKA WARS KIMOKAL
ALINA BARAZ
Hayden JAMES
WEST JAM NAtiON TREES&WILD
HOMOGENIC SILAMPUKAU TA-KU
DEKAT
RICH CHINGGA
KELOMPOK PENERBANG ROKET HERMITUDE SAJAMA CUT
ABENK ATLER
NAIF
BARASUARA
INDISCHE PARTY
BLONDE
THE TEMPER TRAP
DRIED CASSAVA
mark ronson
ADITHIA SOFYAN
MATTER HALO FOUR TWeNTY DEREDIA BEESWAX
HELLO BENJI AND THE COBRA
KEPONG METROPOLITIAN PARK
WWW.FML.COM.MY
KEPONG METROPOLITIAN PARK
WWW.FML.COM.MY
KEPONG METROPOLITIAN PARK
WWW.FML.COM.MY
WWW.FML.COM.MY
SUPPORTED BY
OFFICIAL RADIO PARTNER
OFFICIAL MUSIC CHANNEL
OFFICIAL MEDIA PARTNER
OFFICIAL FASHION PARTNER
OFFICIAL TRANSPORTATION
OFFICIAL FOOD AND BEVARAGES
series posters
main poster
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Social media
(Facebook)
Social media
(instagram)
contents related to the music
festival will be released
on a weekly basis, two to
three updates will be made
every week in order to keep
the fans on track regarding
updates on our event.
images that were to be released originally
on Instagram would remain fully colored.
color palette can be seen on each feed
on instagram.
Social media
(instagram)
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Social media
(snapchat)
the snapchat account for fml festival
will provide live updates on the
promotional events as well as updates
on the actual event day itself.
through this account, viewers will
be able to obtain updates regarding
the roadshows, the grand launch as
well as events on the actual day.
this snapchat account will provide
viewers the most up-to-date news as
it features life updates, attracting
more people to know about to our
event.
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Social media
(microsite)
our website measures 1200px by 1600px which
are the standard measurement for a webpage. it
is designed to be long scrolling. it is more
interesting to lay everything out onto one
page instead of making the visitor press on
the links to each section on their own. most
of the time, people aren’t thinking and they
simply like to skip pages and links, which
is a bummer. we want to make sure everyone
sees everything that is on our microsite. in
case they don’t want that, we also provided a
navigation bar for easy navigation, visitor
can be taken directly to the section they would
like to see.
social media share buttons were also placed on
every page to make sharing a lot easier. the
typeface orator std was chosen for our microsite
because it was a simple, clean readable and
legible font yet has the fun look.
line up
the line up page shows the list
of artist that will be performing
during the festival.
orator std
a b c d e f g h i j k l m
n o p q r s t u v w x y z
home page
on the home page, everyone can
just scroll down the pages to
know the information.
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un down tickets venue gallery
since the festival will be held
on this page, the visitors may know
the venue floor plan will help
the gallery page will show a video
for two days, schedule of artist
the ticket prices for day entrance
the visitor to indicate where the
trailer of the fml festival, some
performing on which day and time
or two. not just that, fml festival
stage at, as well as the placement
photographs of the promotional
will be shown on this page.
team will keep updating on the
of ticket purchase on-the-spot.
events will also be posted on this
status of ticket availability.
page as well.
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news
the news page contains all of the updates that were made on the fml
festival facebook , instagram pages, as well as snapchat.
a lot of musician’s website typically lay out their news all on
one page, and this would be considered a turn-off because viewers
nowadays are allergic to look at blocks of text.
the news posts are laid out in boxes with short, concise headline so
that they would not scare our viewers away.
merchandise
on this page, fans can
purchase merchandise that
they like. by clicking on the
image of the merchandise, it
will lead them to another
page that the fans can choose
the size/colour of the
merchandise. the information
of the merchandise will also
be shown on this page, such
as the price.
when you click on a news, a window will pop out where you can easily
read the news over a clean background and close it once you’re done.
sponsors & partners
this page contains the
sponsors and partners for
the fml festival
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assignment 2a & 2b
gcd60604: entertainment design
barisa yedija (0322522)
chew wan seen (0319130)
cynthia yosephine (0322277)
dayana kamarulzaman (0304125)
leong mae-chel (0319832)
ba(hons) graphic communication design
march 2015 intake