“Everything Jennifer created for The Woodlands Waterway Arts Festival was gorgeous and we cannot thank her enough. She was presented the extra challenge of working with a fine artist’s work and did a tremendous job aligning the art with the Arts Council brand. Jennifer was responsive and went above and beyond to ensure we had a successfully branded event. We recommend Jennifer and her creative services!”
— Jenny Carattini-Wright, Executive Director
The Festival Brand and Logos
THE ORIGINAL LOGO
The “official” logo for The Woodlands Waterway Arts Festival (the red and blue logo) was created to match the host, The Woodlands Arts Council. Each festival highlights a different “featured” artist. The year I designed for the festival, I had the honor of working with art created by Christina Smith. Her art was delicate and beautiful birds (or things in nature). When I partnered the art with the original logo it felt like they were competing for attention and wasn’t very balanced.
ABOUT THE EVENT LOGO FOR 2020
I still used the outline of the tree and the tagline from the original brand but I chose a font that reminded me of distressed wood, like a tree that a bird might perch itself on to rest. The name of the festival uses the host city, The Woodlands and the festival is presented on a beautiful waterway. These are very long words that had to be worked into the logo to create perfect balance.
WHY ARE THERE 3 VERSION OF THE LOGO?
The marketing and branding crosses over to so many forms of media. We created retractables that were used a various events throughout the year, social media, magazine covers, advertisements, video, web and so much more. I wanted to create flexibility in color and art so it always looked fresh and new throughout the year of promotions.
Retractable Banner and Commemorative Poster
Commemorative Pins
Print Advertisements
and Social Media
Commemorative Poster — 2020 The Woodlands Waterway Arts Festival celebrated 15 years of art. For the poster, I wanted to showcase the “15” as the focal point of the event. The featured artist, Christina Smith’s fine art works focus on nature and specifically birds. She had so many great pieces of art to choose from and I just couldn’t decide on one to showcase. I decided to highlight a majority of her work inside the number. Having them fly around and peak inside the number really brought the art to life.
Merchandise — Notecards and Envelopes
Art Dash Collateral Pieces