Multichannel visual identity that spans both the web and app design.
A Multichannel Visual Identity is essentially the Online identity of a brand and what all its online media channels look like, it’s the idea that all the methods of approaching the brand will give the same feeling/impression containing the same art style and colour scheme remaining consistent through all media.
Consistency
One of the biggest parts of the Multichannel identity is the consistent image, I’m going to achieve this by keeping the art style and especially the colours consistent with the brand as a whole, I created this example of how this could be achieved over social media, due to the lack of customisation for how the profile on the website looks the freedom festival would have to make more use of colours in its posts in order to continue matching the brand image.
In this example, the colours also complement the logo I created as part of the brand’s redesign as they use the same colour scheme. This logo and colour scheme would be transferred to different media forms remaining largely the same across platforms with variants for both dark and light mode making them adaptable to the situation.
Messaging
An underestimated part of the multichannel identity is the messaging behind the visuals, the brand should always be displaying the same message no matter what platform I approach it on, this consistency reduces confusion and allows people to resonate with the message and join in easier, something that is important for an art event like the Freedom Festival. Having the right message across all platforms for example the Freedom Festival “we are recruiting” campaign as seen currently on their social media allows the message to be broadcast to all people upon approaching the event no matter what platform they come from online. It’s also beneficial for the overall brand message to be consistent as it builds trust, it allows people to trust that what you display on one social media reflects the brand/event as a whole not just from that one media source.
Advertisements
When it comes to advertisements it can be appealing to try and diversify from the brand in order to stand out but it’s important to stick to the brand image so your brand is recognisable when put side by side with your advert. To better understand this imagine you have never seen anything for the freedom festival before then you see this advertisement. In order for them to subconsciously know they went to the right website it must match the general design philosophy and colours, this is where a developed consistent brand identity is crucial for advertisements to be fully effective. A recognisable logo adds significantly to this idea of brand consistency as it acts as a permanent recognisable link between all media platforms.
Merchandising
Another avenue to consider when looking at the multichannel visual identity is merchandising the freedom festival currently doesn’t have merchandise but they do have a subscription service for people wanting to help the festival. This could be losing them a lot of free advertising through people wearing their merchandise for example t-shirts from events reminding people of their time potentially even prompting a return to the festival. This is also a no-commitment option for those not willing to pay a subscription but still want to help the event organisers. As long as the brand message and graphic style match the brand image it could be incredibly beneficial to an event like the Freedom Festival, in my redesign, I am going to include some merchandise designs that could be used if the festival were to go in this direction.
