The creative process begins with proper inputs. The client knows all about his product/service but only some of the information is helping the designer. 

Even when a designer feels he knows a lot about the client, to put everything in a written form allows him to clearly see all the elements he can work with. 

Let us show you in the case of Legacy Festival, how many inputs we took in consideration before creating some drafts.

First we collect the basic objective information: 

SUBJECT: 

• Legacy festival 2023 
• Weekend : 9-10.6.2023 
• Duration: weekend
• USP: 10’th anniversary 
• Location: Zilvermeer Mol, Belgium – camping, lake, nature, open space 

TARGET AUDIENCE : 

1. Legacy funs – people who enjoy to come to Legacy every year
   1. 25+, male and female equally 
   2. Healthy lifestyle 
   3. Looking for “no problem zone”, “me time”, “fun time” “dance time with no age barriers” 

2. DJ funs – people who follow particular DJ
   1. Main expectation: see live their idol 

3. Techno music lovers
   1. Main expectation: dance, expression with body movement,  

4. Bonzai followers
   1. People who enjoy particular music style 

BRAND VALUE AND USP

• Best electro music in one place 
• Zero drugs tolerance 
• Nurturing the legacy of the best electro music in the past 3 decades 

BOOK OF GRAPHIC STANDARDS (separate document provided by client) 

DIGITAL ASSETS 

• Visual solution will be applied on different digital formats: 
• Website : https://legacyfestival.eu/
• Facebook: https://www.facebook.com/legacyfestivalbelgium 
• Instagram: https://www.instagram.com/legacybelgium/ 
• #legacyfestival #bonzairecords 

Once we have all these inputs in one place, we start with the process of listing all the items that can be associated with each attribute of the subject. 

Example: 

ATTRIBUTE 1: time of event is early summer

• ASSOCIATION: sun, vacation, free time, fun, open space, freedom 
• IMAGE/ELEMENT: sun, beach, summer accessories, 
• COLOURS: 
  • Main colour:  yellow –  meaning Optimism, Childish, Freshness
  • Accent colour: orange – meaning Cheerful, Passion, Pleasure, Enthusiasm, Fascination, Creativity, Fun 

ATTRIBUTE 2: 10th anniversary 

• ASSOCIATION: celebration, rounded anniversary, glory 
• IMAGE/ELEMENT: crown,wreath, rounded frame 
• COLOURS: 
  • Main colour: gold – meaning  precious, exclusive,
  • Accent colour: red – meaning Energy, Power, Vigor, Leadership, Courage, Passion, Activity, Joy

We continued the process with more attributes.

Now we set a clear mood board with a pallet of colours to use, and set of elements to work with. 

It took several attempts before we come out with something that was: 

• easy to understand for end user
• applicable to all formats defined in the media plan 

It is important to look at the final product from a few different angles, and let the client choose which one is most suitable for the present moment. That is why we developed different artwork.

Once we got the master artwork approved by the client, we continued the creative process of adapting the visual to different communication goals: early bird ticket, facilities on the festival, lineup, and much more.