Rainbow Serpent Festival is a multi-day celebration of electronic music, community, and culture. This project aims to translate the festival’s values of creativity, connection, and growth into a cohesive visual identity. Inspired by the festival’s namesake, a mythological creature from Aboriginal Australian culture, the identity seeks to reflect both organic flow and symbolic meaning. The challenge was to balance tradition and contemporary vibrancy, creating a system that feels both grounded and exploratory.
The core logo integrates the initials “RS” into a flowing form inspired by the Rainbow Serpent. It symbolizes fluidity, connection, and energy, echoing the festival’s spirit.
These graphic motifs represent the harmony between nature and people, inspired by shapes found in traditional Australian art. Their bold, organic forms and warm tones reflect the festival’s themes of creativity, connection, and storytelling. Used flexibly across print and digital media, the motifs help build a vibrant and cohesive visual language throughout the brand experience.
The visual identity extends across a variety of digital and physical applications, including website interfaces, mobile screens, event tickets, and posters. Each element reinforces the brand’s playful yet grounded personality, ensuring consistency from online interaction to on-site experience. The system is designed to be adaptable, vibrant, and community-focused, enhancing audience engagement at every touchpoint.
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