After three successful years, the House of Creatives Music and Arts Festival has made a name for themselves as local leaders of Miami’s cultural movement. Combining a winning lineup with a scenic venue on the edge of the ocean, HOC wanted an identity that captured the true essence of their festival.
The first step of the process were rounds of moodboards that married elements of classic Miami art and architecture with elements of nature, typography, and organic shapes. After nailing down key elements, we put together three different ‘stylescapes’ that put together key elements of the brand in an abbreviated format.
Once the final stylescape had been arranged, we got to work bringing the HOC brand to life. The brand features an array of watercolor swatches, organic type and imagery, and bold line drawings of plants and animals indigenous to Florida. Together, this captures the colorful essence of the festival, the nature surrounding the venue, and touches of Miami’s classic art deco style.
Bringing the organic whimsical elements of the brand to the strict rules of web design was an exciting challenge. We wanted the website to stand out from the standard formula of a music festival website and provide prospective festival goers an intuitive and fun site experience.