Sapporo
Snow Fest
Sapporo Snow
Festival - The Full Revamp Project
E-Newsletter Design, Logo Redesign. Poster Design, Slide Deck Creation, Festival Industry Analysis, Survey Creation, Survey Analysis, Brand Merchandising, Brand Revamping, Video Editing and Web Design
CHALLENGES OF
THE PROJECT
- One of the biggest challenges we faced was how to completely revamp the festival to make it more attractive and compelling to an international audience.
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- Another challenge we faced was engaging our attendees. We wanted them to feel like they were a part of the festival, not just spectators to it. We also wanted to try something new and fresh that would interest attendees.
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- We were competing with other similar snow festivals across the world, including the ones in China and Russia, so we had to create an enticing proposition that would make people favour our festival over our competitors.
Sapporo Snow
Festival - The Full Revamp Project
E-Newsletter Design, Logo Redesign. Poster Design, Slide Deck Creation, Festival Industry Analysis, Survey Creation, Survey Analysis, Brand Merchandising, Brand Revamping, Video Editing and Web Design
PROBLEM
RESOLUTION
- A revamped branding strategy from the root was implemented, which included changes to everything from the logo to the official website. Design decisions were taken based on enhancing competitor festival trends, market & audience research and survey result analysis. Design feedback was used to constantly improve all aspects of the design process.
- In addition, the inclusion of SEO and the process of designing marketing tools such as email newsletters was prominent. A reworked brand kit and colour palette were created to effectively reflect the themes of the revamped festival, including carefully selected typographies, and graphic elements.
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-Inclusion of a custom-designed survey on Typeform enforcing rigorous design principles such as negative space and proportion that assessed people's demands across 14 countries was created. A strategy that was catered to that resolved some common problems and provided a basis for designing the festival's graphics.
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- The use of sponsors and influencers, both local and international was undertaken and served to attract a larger audience to the festival. Merchandise played a key role in offsetting the costs of the festival, which required careful design and items that would appeal to an international community as souvenirs (to take a piece of the festival home with them) and several 'IG spots' were created, encouraging people to promote the festival through social media, therefore increasing reach.
Sapporo Snow
Festival - The Full Revamp Project
E-Newsletter Design, Logo Redesign. Poster Design, Slide Deck Creation, Festival Industry Analysis, Survey Creation, Survey Analysis, Brand Merchandising, Brand Revamping, Video Editing and Web Design
KEY TAKEAWAYS AND SIGNIFICANT RESULTS
- We analysed the data and found that people were more likely to attend the festival now that it is revamped and caters to their needs more. People had faced language problems at the festival earlier, and unclear navigation, both of which were solved with clear and concise QR code maps in the language of the attendee's choice.
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- The VR and AR elements that were fused into the festival's architecture provided a greater incentive for people to attend the festival and increased engagement unlike ever before. The use of VR and AR, including VR worlds combined with mobile device-enabled features put interactivity at people's fingertips. Light sculpture projections solved problems pertaining to the festival's atmosphere as it transitioned to dusk. Designs showing the way that these VR And AR elements would be depicted were also presented. Entertainment choices were vastly improved upon which led to better attendance.
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- A comprehensive risk analysis was conducted to mitigate the risks of the festival and provide solutions in case of an emergency or should some discrepancies arise. Success measuring techniques were employed, and the festival also bore elements of sustainability in mind.
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Our Logo - An In Depth Look
The new Sapporo Snow festival Logo was a complete revamp of the old one. We felt that the old logo did not accurately portray the themes and the ideas of the redesigned festival. The old logo felt a little childish, and we knew we could greatly enhance the logo to prove the festival as a worthy competitor on a global stage. Instead of a playful snowman as seen in the old logo, we replaced it with a much more elegant, beautiful graphic - an ice phoenix. The ice phoenix rising out of the mountains portrays an image of magnificence and strength. It sends a message that the Sapporo Snow Festival is a worthy adversary and strives to be the best snow festival on the planet, leaving its competitors in Russia, China and Canada far behind. The Phoenix was chosen based on the myth that when a phoenix ends its life, another one rises from its ashes, showing a never ending cycle of renewal. In the same way, our festival integrates this renewal and gets better each year, and new snow sculptures, creations and attractions rise from the ashes of the destroyed sculptures the next time the festival comes around again, promising to delight visitors again and again.
