Interview about Art Stroyka Fest Identity of Family Festival, winner of the A' Graphics, Illustration and Visual Communication Design Award 2022
The festival's corporate identity is based on the signal markings used during construction work. Its main colors: red, yellow and green correspond to the corporate colors of the three residential complexes that housed the festival. The lines of construction markings are applied to an art easel, a symbol of creativity, combining both the theme of construction and the theme of art in one image.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe conceptual journey behind the *ArtStroykaFest* identity was driven by the need to balance two distinct themes: construction and creativity. As the festival aimed to celebrate International Children's Day while emphasizing the importance of creating a healthy, aesthetically pleasing environment, it felt essential to connect construction work with the idea of artistic expression.The idea of using construction site signal markings was central to this concept. These markings are universally recognized as symbols of construction, structure, and work—essentially representing the foundation of the festival’s theme of building and improvement. The red, yellow, and green color palette, reflecting the corporate identity of the three residential complexes involved, immediately anchored the design in the context of construction and real estate.However, to transform this utilitarian theme into something engaging for children and families, I introduced artistic elements by incorporating the image of an art easel. This symbol of creativity brought a contrast to the harshness of construction, representing the playful and imaginative side of the festival. By placing the construction markings on an easel, I bridged the gap between the two worlds of construction and art, illustrating the festival's core message that even in serious, industrious environments, there is room for creativity and personal expression.The typographic treatment was designed to reflect the precision and formality of construction blueprints, further grounding the design in the construction world. However, the typography was also dynamic and bold, deliberately overlapping the graphics to ensure the message stood out and caught attention. This combination of strict, architectural typography with playful construction elements created a visual language that felt both structured and inviting, communicating the festival's purpose of merging hard work with creativity in a family-friendly way.In essence, the fusion of construction markings and artistic elements was a direct reflection of the festival’s goal: to show that creating a comfortable, vibrant community environment is both a serious endeavor and an opportunity for creative expression, particularly for children and families.
The strategic color mapping in the *ArtStroykaFest* identity played a crucial role in connecting the festival to its physical locations, enhancing both the visual identity and the festival’s sense of place. Each of the three primary colors—red, yellow, and green—was chosen to correspond with the corporate colors of the three residential complexes hosting the event. This not only created a direct visual link to the specific locations but also allowed the festival to feel more integrated within its environment, fostering a deeper connection with the local community.By incorporating these colors into the festival’s identity, the design reinforced the idea that the event was not just a temporary occurrence but an extension of the residential complexes’ culture and values. The colors were familiar to the residents, making the festival feel like a natural and integral part of their everyday lives. This alignment with the locations helped generate a sense of pride and ownership among local families, who could see their neighborhoods represented in the event's visual language.Additionally, the use of these strong, primary colors brought energy and vibrancy to the overall aesthetic, echoing the lively and engaging atmosphere of the festival. The palette was dynamic yet cohesive, ensuring that the festival’s identity stood out, while also remaining connected to the physical spaces it was celebrating. This strategic color mapping not only made the festival visually appealing but also created an emotional link to the neighborhoods, reinforcing the idea that the festival was a celebration of both creativity and community.
The inspiration for bridging the precision of architectural blueprints with the creative spirit of a family festival stemmed from the festival’s core theme: the intersection of construction, community, and creativity. The *ArtStroykaFest* aimed to celebrate both the serious, structural work of building and the imaginative, playful activities designed for children and families. Construction blueprints are known for their precision, clarity, and organization. They are the foundation of every building project, symbolizing structure, design, and planning. I wanted the typography to reflect this sense of precision, drawing a direct connection to the festival’s theme of constructing a better living environment. By incorporating typographic elements that resemble the strict, no-nonsense style of architectural documentation, I conveyed a sense of order and purpose, which underlined the festival's focus on building and improvement.However, I also wanted to inject creativity and playfulness into the design, to reflect the vibrant and fun nature of a family festival. By using typography as an active graphic element that overlapped with the festival’s visuals, I symbolized how creativity can emerge from even the most rigid, structured environments. This visual tension between precision and playfulness mirrored the festival’s goal: showing that while construction and work require seriousness and order, there is always room for creativity and personal expression, particularly when it comes to shaping the environment for future generations.Ultimately, the typographic approach allowed me to blend the functional, rational side of construction with the joyful, imaginative energy of the festival, creating an identity that felt both grounded and exciting.
The integration of the art easel symbol within the *ArtStroykaFest* identity evolved as a natural extension of the festival's core message: combining the practicality of construction with the creative freedom of art. From the outset, I wanted to visually represent the idea that construction isn’t just about building structures—it’s also about creating an environment where creativity and imagination can flourish. The art easel became a perfect metaphor for this, symbolizing creativity while still grounding it in the context of construction.Initially, the challenge was finding a way to balance the strong, utilitarian aesthetic of construction site markings with the playful, free-spirited nature of artistic expression. Construction elements like signal markings and bold typographic choices are rigid and precise, while art typically evokes a sense of fluidity and freedom. The idea of placing construction markings on an art easel allowed me to merge these two seemingly opposing ideas. The easel itself acts as a symbolic bridge, showing that even in construction, there’s space for creativity. The challenge was making sure that the easel didn’t overpower the construction elements. I had to ensure that the construction markings retained their visual dominance, as they represented the foundation and purpose of the festival. At the same time, the easel needed to feel playful enough to convey the festival’s spirit without disrupting the overall design balance. Ultimately, the integration of the art easel successfully reinforced the theme of the festival—construction and creativity are not separate but can coexist in harmony. The easel’s presence helped soften the more industrial aesthetic, making the design feel more approachable and engaging for families and children, while still paying homage to the importance of construction and structure.
Ensuring consistent visual impact across different media formats for the *ArtStroykaFest* identity was a critical aspect of the design process, as the festival needed to maintain a cohesive look across print, outdoor advertising, digital platforms, and physical environments. The key to achieving this was through strategic design choices that prioritized simplicity, scalability, and flexibility.First, I focused on the core elements of the identity: the construction markings, the art easel symbol, and the bold typographic approach. These components were designed to be visually striking and flexible enough to work across various formats, from large-scale outdoor posters to smaller printed materials like flyers and event programs. By ensuring these elements could scale without losing their clarity or impact, I created a foundation that was adaptable across different media.For instance, the bold red, yellow, and green color palette was chosen not only for its relevance to the residential complexes but also for its high visibility and contrast. These colors stood out well in both print and outdoor advertising, ensuring that the festival’s identity was immediately recognizable, whether on a billboard or a handout. The typographic approach, inspired by architectural blueprints, was designed with legibility in mind. It had to work well in both large formats (like banners) and smaller sizes (like tickets or merchandise), ensuring that the festival’s message remained clear and engaging regardless of the medium.Lastly, I made sure that the overall layout was versatile enough to accommodate different types of content while maintaining the design’s integrity. The construction markings and easel symbol provided a strong visual framework that could easily be adapted to suit various content requirements, from schedules to images of festival activities, without overwhelming the design.By focusing on these principles—simplicity, scalability, and flexibility—the *ArtStroykaFest* identity was able to maintain a strong, consistent presence across all media formats, creating a seamless and impactful experience for festival-goers no matter where they encountered the brand.
During the two-month development process of the ArtStroykaFest identity in Samara, several key insights about the intersection of construction and creativity significantly influenced the final design decisions.One of the primary insights was recognizing that construction is not just about building structures but also about shaping environments that foster creativity. The festival aimed to show that construction can be a blend of practical skill and imaginative thinking. This led me to use construction markings—symbols of precision—as the foundational graphic elements, while layering these with more playful and creative touches. This approach captured the essence of the festival, where construction meets artistic expression.Another insight was the idea that the festival would engage children and families as active creators, not just spectators. This perspective informed the need for the identity to be both accessible and engaging, reinforcing the notion that everyone, regardless of age, could contribute to the building and creative process. The use of the art easel symbol became essential in conveying this idea, emphasizing the creativity embedded in even the most structured construction processes.The festival's focus on strengthening community ties and improving the local environment also influenced the design. I wanted to ensure the identity resonated with the residents of Samara, making them feel connected to the festival’s themes of collaboration and environmental improvement. The bold colors (red, yellow, and green) were chosen not only for their visual impact but also because they aligned with the corporate colors of the local residential complexes, reinforcing a sense of community pride.Overall, these insights helped create a design that balanced the serious nature of construction with the vibrant, inclusive spirit of the festival, ensuring the identity was both visually impactful and deeply connected to the local community of Samara.
The *ArtStroykaFest* Identity’s fusion of industrial and artistic elements serves as a blueprint for future festival branding strategies by demonstrating how seemingly opposing themes—construction and creativity—can be harmonized to create a dynamic and engaging visual identity. This approach opens the door for more festivals and events to explore unconventional pairings, blending the structured, functional nature of industrial design with the free-spirited, imaginative aspects of art and culture.The key takeaway from this design is that audiences, particularly families and communities, can respond positively to a visual identity that conveys both precision and playfulness. This balance not only captures attention but also strengthens the festival’s messaging by reflecting its core values—whether it's construction as a form of creativity or community involvement in the process of building and shaping the environment. By using elements that evoke both the seriousness of the construction world and the creativity of artistic expression, this design approach communicates depth and inclusivity, making it accessible to diverse audiences.Future festival branding can learn from this by embracing hybridity and the juxtaposition of different visual languages. It demonstrates that audiences do not have to choose between creativity and structure; both can coexist and enhance each other. Moreover, by using familiar elements from everyday life—like construction site markings and tools, paired with creative symbols like easels—it becomes easier for participants to connect with the festival, as these symbols bridge the practical and the imaginative in a relatable way.Ultimately, I envision this design approach inspiring a broader trend where festival branding moves beyond traditional event identity formulas, integrating unexpected, yet relevant, elements from diverse sectors to create multifaceted, memorable experiences that reflect the unique spirit and message of the event.
The decision to embrace construction site aesthetics rather than typical celebratory themes for *ArtStroykaFest* was driven by the festival’s core message and purpose, which focused on fostering creativity and community through construction activities. The festival was not simply about celebration but about building and improving environments together, particularly in the context of family involvement and education. The aesthetic needed to reflect this deeper purpose, which led me to draw from the world of construction—an industry often associated with precision, hard work, and functionality, yet with an underlying creativity in its design and execution.I wanted to break away from the typical celebratory, festive design language, which tends to rely heavily on bright colors, confetti, and typical party motifs. Instead, the goal was to elevate the idea that construction itself—while often seen as purely functional—can also be a form of art and creativity. Using elements like construction markings, blueprint-inspired typography, and industrial tools was a deliberate choice to convey that building and creating can be both purposeful and imaginative.The construction site aesthetic also tied directly to the festival's hands-on activities, where children and families were actively involved in constructing, designing, and improving their surroundings. By visually integrating these elements into the festival’s identity, I was able to reinforce the message that creating and building are essential aspects of life, and everyone—regardless of age—can be part of that process.Ultimately, this decision allowed the design to reflect the unique character of the festival, while challenging traditional expectations for a family festival. It created a visual narrative that was both fresh and meaningful, emphasizing the connection between creativity, construction, and community.
The *ArtStroykaFest* Identity reflects my philosophy that creativity can thrive even within seemingly rigid industrial environments by blending structured, functional elements with imaginative, playful aspects. Construction sites and industrial settings are often seen as places of strict rules and practicality, but I believe that these environments, much like any other, are full of untapped creative potential. Through the design of this festival's identity, I sought to demonstrate that creativity is not confined to traditional artistic spaces—it can also be found in the process of building, shaping, and improving our surroundings.The use of construction site aesthetics—like signal markings, blueprint-style typography, and industrial symbols—was a deliberate choice to challenge the perception that such environments are only about efficiency and labor. By incorporating these elements into the identity, I aimed to show that even the most utilitarian aspects of construction can be viewed as part of a larger creative process. The playful inclusion of art easels alongside construction tools symbolizes how, in the right context, rigid industrial structures can be transformed into opportunities for artistic expression and family engagement.This design philosophy also ties into the broader message of the festival: that creativity is not limited to the arts but is an essential part of all fields, including construction. It’s about seeing the beauty and potential in everyday, often overlooked, objects and processes. For me, the *ArtStroykaFest* Identity is an example of how design can bridge the gap between the structured and the creative, encouraging people to think differently about their environments and the role they play in shaping them.
My advice to designers tasked with creating identity systems that bridge different professional sectors or communities is to focus on finding common ground while embracing the unique characteristics of each sector. Here are some key principles I believe are crucial:1. **Understand the Core Message and Audience**: Before diving into design, it’s vital to deeply understand the purpose of the event or identity system. In the case of *ArtStroykaFest*, the core message was about blending construction and creativity in a family-friendly setting. By understanding the values, goals, and audience—families, local residents, and professionals—the design could effectively speak to all of them. 2. **Use Symbolism to Bridge the Gap**: When bridging sectors, look for symbols or visuals that resonate across different communities. For *ArtStroykaFest*, construction site markings were chosen not only for their relevance to construction professionals but also for their universal recognizability. By incorporating familiar elements in an unconventional way, you create a visual language that is both relevant and engaging to diverse groups.3. **Blend Structure and Creativity**: Each sector or community may have its own set of conventions and aesthetics. The challenge is finding a way to blend these without diluting the message. For instance, construction aesthetics often lean towards rigidity, while festivals are associated with playfulness. By combining these in a thoughtful, purposeful way, you create a design that honors both worlds without losing its impact.4. **Adaptability Across Platforms**: A successful identity system must be versatile, adapting to various mediums while retaining its core message. Whether it’s applied to print materials, signage, or digital platforms, the system should maintain its integrity and communicate effectively, no matter the context. For *ArtStroykaFest*, I ensured the identity was easily adaptable to everything from large banners to small brochures, ensuring consistency across the event.5. **Emphasize Collaboration and Dialogue**: In projects that bridge different sectors, collaboration is key. Engage with stakeholders from each sector early on to ensure the design resonates with their unique needs while remaining cohesive. This not only strengthens the final product but also ensures that the identity system is widely accepted and embraced.In summary, the key to successfully bridging different sectors is finding a balance between their unique characteristics while ensuring the design remains cohesive and aligned with the overall message. By focusing on shared symbols, adaptable designs, and clear communication, designers can create identities that speak to diverse communities and professional sectors effectively.
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