VELD MUSIC FESTIVAL 2024
Date: August 2024
Scope: Creative Direction & Merch Design
Scope: Creative Direction & Merch Design
Veld Music Festival is Canada's largest EDM festival held annually in Toronto, attracting over 100,000 attendees in recent years. Veld features top international artists, emerging local talents, and provides a spacious outdoor setting with multiple stages.
Recognized for its vibrant atmosphere, high-energy performances, and immersive experiences, Veld draws 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, and 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 key 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 aesthetics, from minimalism 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 ensure 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.
