WildWood is an imagined folk/grunge music festival. The goal was to create a brand that blends the intimacy of folk music with the edge of grunge aesthetics.
Comprehensive branding project. Full visual identity system, extended across multiple physical and digital touchpoints.
WildWood is a fictional folk-grunge music festival set in Seattle, created as a branding project exploring the intersection of music, nature, and community. Inspired by traditional folk art, the forests and landscapes of the Pacific Northwest, and Seattle-- the birthplace of grunge-- the identity combines hand-drawn elements, textures, and bold typography to capture the festival's raw, independent spirit.
Deliverables
My process began with extensive research into Seattle's music history, the origins of grunge, folk art traditions, and the visual culture surrounding both genres. Through mood boards, sketches, and physical art-making, I explored textures, symbols, and forms that felt authentic to the festival's identity. Rather than starting digitally, I developed visual elements by hand first, allowing the brand to emerge organically through experimentation. These original illustrations and graphic motifs were then refined and transformed into a cohesive system of brand assets, including the logo, merchandise, and promotional materials. See more of my process here.
Logo Exploration
View Brand Guidelines here