The copy is inspired by the phrase “pick your poison”, because it typically refers to choosing between two unpleasant things or the lesser of two evils. In using this phrase, it not only touches on the fact that rave music has a negative light, but also alludes to the idea that the viewer is choosing a better option by attending the festival, hinting towards a positive outcome.
The alliteration was also quite catchy, so the other two posters use it as well with the phrases “versed in venom” to correlate with verses in a song and “toy with toxin” as a playful alternative to the original saying.
The visuals themselves are influenced by the jungle subgenre of rave music that is prevalent in the music festival. By featuring jungle poisons (a poison dart frog, a blue morpho butterfly, and the Eastern Green Mamba), it shows dangerous animals in a different light, using their beauty to change the initial perception of the dangers in the jungle.
The use of rich, vivid colors with a lot of contrast makes it seem like the type is glowing, which relates to traditional rave experience of glowsticks and exciting lighting. Subtle halftone patterns and glitches also resemble the screens used at the festival and the digital influence in this subgenre.
The project aimed to design a poster series and brochure that excited people about the Let It Roll music festival. I started with some research on the festival itself as well as the music it plays. It was known for its light shows, drums, bass, and rave music.
I created three concepts based on this research. I presented these at critique, but none of them quite landed, so I needed to revise them.
I made some mind maps from the most interesting ideas from the first concepts to find one that worked better for the series. I ended up finding the idea of jungle poisons to be a fun and more effective concept with how it could tie into the rave music genre.
I created an inspiration board with smooth textures. I wanted it to feel organic despite having geometric lines, so it could emulate both the jungle and the sharp lines of light used in the festival. I also liked the neon/bright colors to draw attention and create hierarchy, so I included only two bright images to draw your eye among the softer, duller images.
I designed some layouts for the brochure that would have room for the history of the festival and the headliners for each day. The back of this brochure was going to be used as a map for the festival grounds.
I liked having elements that flowed across several pages for a more natural progression through the brochure.
I tweaked the Let It Roll logo to see how I could use it best and even used it for some layout inspiration, but quickly found it didn't work very well for the layout as it was a blocky and almost harsh shape.
I made some sketches for the leaves and foliage. I wanted to have some musical elements as well to represent the drums and bass. I tried some focal point sketches as well, but it didn't feel right for the attitude I was going with.
I did some visual research that wasn't as rigid but still had that bold feeling of rave music.
Since I was having trouble with the imagery I did some type studies based on the visual research I had just conducted.
I revisited the old designs, but it just didn't seem to work how I wanted it to, so I tried completely new images to stylize and edit in Photoshop. I used that neon idea from earlier to add more interest to the type because the information was more important than the imagery for the audience. I also kept the angle that I explored with the logos for a more dynamic layout but with the animals instead of the text.
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