Echoes in the Pines is an outdoor music festival branding project focused on creating an organic, expressive visual identity that blends music, nature, and motion across print, digital, and animated touchpoints.
Role:
Solo Graphic Designer
Goals:
The goal of this project was to create a cohesive event identity that feels immersive and expressive while capturing the emotional experience of live music in a natural setting. The branding was designed to use typography as a core storytelling element, build excitement and community around the event, and remain flexible across print, merchandise, digital platforms, and motion-based applications.
Design:
The logo for Echoes in the Pines is built around a guitar pick shape, symbolizing music at the core of the event. Inside the form, trees, sound waves, and sun rays come together to represent the connection between music, nature, and atmosphere. The organic shapes and layered elements reflect how sound moves through space and how the festival exists within its environment. The overall visual system leans into fluid forms, natural textures, and expressive typography to create a brand that feels alive and experiential rather than rigid or corporate.
Color and Type:
The color and type system were designed to work together to reflect the atmosphere of the event. A deep teal and warm orange form the primary palette, balancing the calm, grounded feeling of nature with the energy and warmth of live music, while supporting neutrals and monochromatic tones allow the system to scale across different applications. Typography plays a central role in the identity, with an expressive, organic primary typeface that captures movement and emotion, paired with a cleaner secondary typeface to maintain clarity and readability across promotional materials, merchandise, and digital touchpoints.
Motion:
Motion was a key component of the final identity. Using After Effects, I animated the logo to bring the brand to life, allowing elements to move in ways that mimic sound waves and musical energy. Motion graphics were designed as looping assets for digital promotion, social media, and event teasers, reinforcing the immersive feel of the festival.
Touchpoints:
The final brand identity was applied across a range of touchpoints to show how the system functions in real-world use, including event badges, posters, merchandise such as shirts and pins, digital promotional graphics, and animated logo loops and motion pieces. Each touchpoint was designed to feel cohesive while adapting to different formats, reinforcing the immersive and expressive nature of the event brand across both physical and digital spaces.
