Yale Spring Fling
2022-24
-> Brand Identity, Merchandise
My Goals:
*Create festival merchandise that students love
*Select a six act lineup that satisfies the various tastes of Yale students
*Launch festival identity with lineup announcement
Spring Fling is Yale's largest student event of the year. Planned for students, by students; I led the 30-person committee as Creative Chair making graphics, videos, merch, and other assets in order to bring color into the blues and whites that Yalies are accustomed to. As one of the four head chairs, I also facilitated artist selection, budget organization, and festival production. Spring Fling had 6,000+ attendance and hosted a three-act professional musical lineup in addition to three student-act openers.
Brand Identity:
The brandy identity for the festival was launched in the Instagram posts debuting the artists on the day of the lineup release. The colors and iconography were inspired by Spring, it being the time when the festival takes place and part of the festival’s name. I decided to stick with four colors to keep the graphic simple, while still loud and inspiring movement and growth that I find in the Spring season. The artists’ sound also inspired me: all three artists have specific songs that are feel-good tracks, Swae Lee’s “Sunflower,” Dayglow’s “Can I Call You Tonight,” and Coco & Breezy’s “Manifest.”I picked Megazoid from Adobe Fonts because of its blockiness and retro-feel. I went through several rounds of edits with artist’s talent agents because it is in Swae Lee’s contract to make the second and third acts 75% and 50% of his size since he is the headliner. The graphics were approved and the show went on!
Yale Daily News: I, along-side the chairs, met with a YDN reporter to make an article about the release. I designed the graphic for the article, and answered questions about my role as creative chair. The article was put on the first page of the YDN, reaching 27,000 people.
Festival Merchandise: I took the recognizable Spring Fling exclamation point, and turned it into a flower. I kept a floral theme throughout the pieces, and customized Megazoid to create a new Spring Fling logo. I ordered 800 items, and sold out within two days of ticketing.
Festival Credentials: These passes were used for the professional artists, security, photographers, and production teams during the festival.
Video Graphics: I created a looping graphic with Blender and A-Frames that played during set changes.
Festival Pictures: Pictures of the artists + the Spring Fling committee, taken by Kathryn Ortiz.