Refreshing a brand through its history
Saltaire Festival occurs each September in the village of Saltaire, a World Heritage Site in the Metropolitan District of Bradford, West Yorkshire. Attracting some 30,000 people the festival the celebrates the local community and its heritage through the arts.
After 15 years the brand had become outdated and needed an update, as creative lead, I worked with the Saltaire Festival board to refresh the brand identity across both digital and print platforms.
Throughout research and working with focus groups it became apparent that the Saltaire Festival brand had became synonymous with the iconic bandstand located in the heart of Saltaire. Due to this fact I decided rather than take the brand in a completely new direction (which I originally intended) the more logical approach was to update and modernise the brand whilst keeping the iconography it had became known for.
One thing I wanted to do with the brand was celebrate Saltaire as much as possible, I achieved this by creating bold energetic graphic language and patterns based on the villages geographic location.
Iconic artist David Hockney’s close ties with Saltaire became the inspiration for the brands colour palette which derive from one of his most famous pieces of work - Portrait of an Artist (Pool with Two Figures)
A custom typeface based on Montserrat was used with a more angular style based off the geographic location of Saltaire, this gave to a more playful look and feel.
This site is live and can be viewed at https://saltairefestival.co.uk/