UPPSALA FOTOFESTIVAL

BIENNIAL PHOTOGRAPHY FESTIVAL

MY ROLE Art direction, Concept design,

catalogue design, all print and digital materials design

CLIENT Uppsala Fotofestival

WHEN SEP 19'

THE BRIEF

Create a new visual concept according to this year's theme, women, and apply it on all relevant materials: catalogue, posters, digital marketing, street signs, exhibition signs and more. The challenge in designing this year's concept was to follow the brand identity given years ago to the festival (by Gistvallholm) and also, to create a new and fresh interest in the festival.

ABOUT THE FESTIVAL

Uppsala Fotofestival is a biannual festival held in the city of Uppsala.The festival creates a platform for photography in Uppsala, a development opportunity and inspiration, collaboration and visibility for both photographers and photo enthusiasts. Since 2012 Uppsala Fotofestival has grown into an international event with an extensive program of four legs; exhibitions, lectures, workshops and competitions.

THE CONCEPT
The festival curators and producers are always seeking to illuminate a subject in different lights then the common convention. In this case a woman who has many layers and depths. The visual I created intrigues the mind and imagination to find many interpretations to it. My personal association and reference to creating the concept was the multi layers created by the plates of a camera shutter and a curvy feminine shape.

COLORS

I built the concept according to the color pallet defined in the graphic profile in the past.

My addition to the visual identity this year was the gradient between black and white which adds a metal and technical feel, and creates depth in the design.

TYPOGRAPHY

In addition to the fonts defined in the graphic profile, I needed a strong and modern font with a technical feel which could integrate well with the layers element and become as one image.

NUMBERS AND COLOURS SYSTEM

This year there were 30 exhibitions and activities in 15 different venues around the city of Uppsala. In order to create easy orientation to the visitors, I created a system in which each venue was given with a number and colour.

This system created a secondary graphic language to the festival's identity, and evolved into the exhibition posters ,the catalogue and exhibition signage.