BACKGROUND

U.P. Fair is a week-long annual music festival planned by the university’s students and the University Student Council. Cosmos, one of the fair's most awaited nights, is organized by the U.P. Junior Marketing Association and was first held in 2017. I was lucky enough to head the creative team on the event's fourth year in 2020, which ended up successfully having 15,000+ attendees. 

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CHALLENGE

Revitalize a four year old music festival brand while connecting it to its advocacy campaign, gender emancipation, and its event date, Valentine's Day.

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SOLUTION

The main goal of my team was to update and streamline Cosmos' brand guidelines, setting standard rules and vectorizing every element to make it easier to pass down to future organizers. We aimed to bring more life into the festival's beloved cosmic world by focussing on abstract patterns and hand-drawn typography and posters, animating each part with extra care and intent as oppose to sole promotion.

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To thematically connect Valentine's Day and the advocacy of gender emancipation and empowerment, aside from having organizations speak at the event, we illustrated comics set in the Cosmos universe telling the true to life love stories of several U.P. students across backgrounds. Since then, the Cosmos committee has pushed further to give back to their beneficiaries by donating all proceeds of the succeeding festivals to different communities.