M.I.A. MELTDOWN : Major Project

BRIEF: REDESIGNING MI.A'S MELTDOWN FESTIVAL There are a large number of music festivals in the United Kingdom, covering a wide variety of genres. Some of the U.K.'s music festivals are world-renowned and have been held for many years. These events are growing every year with more than 300 different large-scale music festivals around the world in the last year alone. In 2014, 1.34 billion dollars are projected to be spent on music venues and festivals in the UK alone. That’s a serious chunk of change and festivals are working hard to ensure they’ve got their branding just right. The visual side hugely enhances the festival-goers experience, and can be a big part of the journey of the event, and is also important for the performers and artists, enhancing the performances and the overall energy at the festival. It creates a magical context – it brings to life the environment that the festival is set in and helps the event work in balance – as opposed to working against it by simply being plonked on it with no regard for the natural setting. It gives the event soul as far as I am concerned, with its own identity and energy. Being a communication designer & a music festival goer, I noticed lack of branding in many festivals, even though their concept is brilliant, there was something about the visual identity which did not make a mark. Therefore, I aimed to research on one of the music festivals in the UK and go ahead and re-brand it. It’s the Meltdown festival which was curated by M.I.A, this year, I strongly believed that the festival lacked M.I.A.s vibe & aesthetics in its visual identity. Each year the Meltdown Festival is curated by a new well-known artist, which well describes the artist’s beliefs, values and energy. So, why not brand it the new way each year?I believe it will really make a huge difference and will create a better visual experience. After all, it’s all about the people & their experience!