Visual Identity

Travelling Flowers Festival

Timeline

September – December 2024

Tools

Adobe Illustrator, Adobe InDesign

Context

The Travelling Flowers Festival (a conceptual, fun-sized version of the Feria de las Flores) is an annual celebration of Medellín's thriving flower industry and Antioquian identity.

Every August, festival-goers can lay their eyes on extravagant cultural flower arrangements and experience local art, music, and food.

The Travelling Flowers Festival (a conceptual, fun-sized version of the Feria de las Flores) is an annual celebration of Medellín's thriving flower industry and Antioquian identity.

Every August, festival-goers can lay their eyes on extravagant cultural flower arrangements and experience local art, music, and food.

Source

Challenge

How might we enhance recognition of design materials from the Travelling Flowers Festival, attracting domestic and international audiences of all ages enthusiastic about Colombian culture and all things flowers?

Solution

A vibrant, flexible visual identity centred on the flowers at the heart of the festival: monumental silletas.

Source

I designed a visual identity based on the characteristics of monumental silletas. They are the largest and most extravagant type of flower arrangement displayed during the Silleteros Parade, the festival's grand finale. Monumental silletas are circular arrangements filled with colourful and diverse flowers, fixed onto wooden frames that local flower growers will carry on their backs as they walk through downtown Medellín.

I designed a visual identity based on the characteristics of monumental silletas. They are the largest and most extravagant type of flower arrangement displayed during the Silleteros Parade, the festival's grand finale. Monumental silletas are circular arrangements filled with colourful and diverse flowers, fixed onto wooden frames that local flower growers will carry on their backs as they walk through downtown Medellín.

Visual Identity System

Typography

Hand-drawn fonts supporting the organic nature of flora.

Tomarik Brush

A celebration of Medellín's thriving flower Industry and Antioquian identity

Tomarik Introvert

Lay your eyes on extravagant cultural flower arrangements and experience local art, music, and food.

Colours

A wide variety of vibrant, floral colours inspired by the colours of flowers in silletas.

Bright Yellow
#feed7f
254, 237, 127

Dark Green
#243f23
36, 63, 35

Medium Green
#84c44d
132, 196, 77

Pink
#ee3e96
238, 62, 150

Purple
#6b5ea9
107, 94, 169

Pale Yellow
#f9f0ca
249, 240, 202

Illustrative Building Blocks

The system is based on a library of illustrative flowers and leaves that are most commonly used in silletas. Generally, they should be arranged in a circular composition on various assets to mimic the circularity of silletas.

The system is based on a library of illustrative flowers and leaves that are most commonly used in silletas. Generally, they should be arranged in a circular composition on various assets to mimic the circularity of silletas.