Alan Luder | Design

SEAFAIR

A fun & exciting update for Seattle’s iconic summer festival of events.

Project: Campaign Identity

Role: Concept Development, Art Direction, Design

Firm: Jennergy, Inc.

Additional Credits: Creative Supervision, Jenn Hill. / Junior Designer & Project Coordination, Sean Sommerville / Illustration, Leanne Dunn

Seafair Festival is a long-standing tradition of the Pacific Northwest summer. Each year Seafair puts on multiple signature events around the Seattle area.

Assignment

Seafair approached us to concept a new campaign for all five of the year's signature events. We were tasked with creating a look to engage younger audiences, including families.

The deliverables for each event were quickly expanded to include:

• Posters

• Social Media Graphics

• Digital and Print Ads

• Event signage

• Commemorative Program and Pocket Schedule

• Style Guide and Assets

Approach

As an Art Director on this project, I conceptualized the visual direction. In addition, I worked alongside two other designers to review and help execute all campaign materials, ensuring that the project stayed on target, time, and budget.

We used a series of dynamic colors, custom doodles, and grayscale images to create five unique event identities. These elements allowed us to highlight the events and create five different event identities while keeping a cohesive style.

Outcome

Seafair reported a 30% increase in ticket sales and event registrations. In addition, the campaign was recognized by the Washington Festivals and Events Association’s Summit Awards and Davey Awards.

Styleguide

Mood boards and compositional layouts were created to guide the design process. InVision was initially used to curate inspiration to make it easily accessible to the entire team. A style guide was provided for Seafair and a number of their partners to use in creating additional campaign assets.