VELD MUSIC FESTIVAL 2024
Date: August 2024
Scope: Creative Direction & Merch Design
Scope: Creative Direction & Merch Design
Veld Music Festival is a prominent electronic music festival held annually in Toronto, Ontario. Known for its vibrant atmosphere and diverse lineup, Veld typically features a mix of popular electronic dance music artists, DJs, and emerging talents.
The festival usually takes place in August at Downsview Park, providing a spacious outdoor setting with multiple stages. Veld is recognized for its high-energy performances, elaborate stage designs, and immersive experiences, drawing fans from all over Canada and beyond. In addition to music, the festival often includes art installations, food vendors, and interactive experiences, creating a holistic festival vibe. With its focus on electronic music, Veld celebrates a range of sub-genres, making it a key event in the summer season.
This year, I contributed to the creative direction of the merchandise, which included wristbands, apparel and stickers. I collaborated closely with the design team to brainstorm concepts that captured the festival's energetic spirit and aesthetic in a way that hasn't been done before.
WRISTBANDS
The design approach for the 2024 Veld wristbands aimed to blend music and branding to resonate with the festival's themes, ensuring that attendees could take home a tangible reminder of their experience.
On the wristbands, I designed a dynamic pattern of icons that capture the festival's lively spirit and highlights elements unique to Veld. The design features the iconic 'V' brandmark, symbolizing Veld's identity, along with illustrations of the ferris wheel, the CN Tower, and other icons relating to music, the outdoors and the city setting.
MERCHANDISE – CLOTHING
The 2024 Veld merchandise features a range of apparel, including t-shirts, sweaters, long-sleeve tops, and a sleek, modern baseball jersey. Each piece is designed to cater to different styles, from minimalist designs to bold statement pieces, ensuring something for everyone. The collection was curated with a focus on current fashion trends that resonate with both Gen Z and young millennials, blending streetwear influences with festival-inspired aesthetics.
Balancing the brand's visual identity with fresh, innovative concepts was key to ensuring the designs felt both authentic and exciting. I was able to push creative boundaries and introduce new design approaches that still aligned with the brand.
