Lovebox Festival celebrates its 15th year with millennial inspired identity
Previously opening its doors as a resident club night at London's 93 Feet East in 2002, before capping 10,000 attendees at Clapham Common the following year, Groove Armada's two-day music festival Lovebox honour their 15th year in music this year - and they've unveiled an innovative new design identity, inspired by modern-day millennial culture to celebrate. Senior Designer, Jennifer Heale worked with London-based artist Babak Ganjei, and a small team of in-house designers to create a series of text-speak typographical advertising campaigns - and a sleek set of emoji stickers to name a few.
We spoke to Jennifer about the design process surrounding the theme for this years festival:
Lovebox has earned a reputation for having really creative identities. Do you feel that the design is an important factor in the success of the festival?
"Lovebox has always been at the heart of London culture, and when the brand needed a refresh we always felt we could go further with design to really appeal to our audience. We want our image to reflect the festival and to feel fun and interesting. It’s really important all our design assets such as posters, website and onsite design is all cohesive while not being too strict. Overall I think the design is really important because you’re presenting the personality and taste of our festival."
What was the inspiration behind this years theme?
"Without getting too political, today’s climate feels more hostile and escapism is more important than ever. I’ve always loved the tiny acts of rebellion in personal customisation in subculture. It’s safe but it’s visible and real. I took inspiration from rave, skate and punk culture and created a series of icons that pop up all over the artwork.
I also wanted to create a series of simple messages for our teaser campaign that took common festival expressions that you might text your friend, and put it into a new context as a big outdoor campaign. We worked with Babak to create simple, conversational yet poignant messages and the feedback has been great - a reminder that we have more in common than that which divides us. From there the campaign draws from this along with the idea of customisation, so we printed stickers of our emojis to help spread the love."
Were you given total freedom during the design process, or were you given pointers by others?
"I’m really lucky to work in a small team, with two of us working directly on the festival and creating everything in house. It means we can really hone things tightly then get fresh eyes from the wider team at key stages. We bounce ideas all around the office with the rest of the festival team to make sure we’re all feeling the same vibe and from there we get a good amount of freedom to keep elevating our work."
Is the design identity influenced by the lineup or is the design planned before any announcements are made?
"The lineup is such a big part of the show, so we always try and incorporate elements of it when we can. Lovebox has a very strong cultural identity and it’s really important to respond dynamically as the line-up unfolds. A highlight was announcing Frank Ocean with our crying emoji."