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ARTS & CULTURE / FICTIONAL BRAND STUDY

Odd Hours

Make room for the unexpected. Offset windows crop familiar objects in unfamiliar ways, making a useful frame for each part of the programme.

Brand strategyVisual identityDigital brand applications
Odd Hours — illustrative A street-poster series.
Odd Hours / Original illustrative concept

THE IMAGINED BRIEF

What should
this brand do?

An imaginary independent arts festival needs a flexible identity for a programme that moves between music, talks and late-evening installations.

THE PEOPLE IT IS FOR

Start with their world.

People who enjoy discovering unfamiliar creative work. They need a clear programme and a distinctive invitation, without a sense that the event is only for insiders.

This is a fictional study. No real commission, launch or measured business result is implied.

THE CENTRAL IDEA

Make room for the unexpected.

Cobalt, lilac and acid yellow establish the campaign. A consistent information grid sits inside changing windows, keeping time, place and event names readable.

THE SYSTEM IN USE

Same idea.
Different encounters.

Odd Hours — illustrative A street-poster series.View image +
APPLICATION 01

A street-poster series.

A street-poster series.

Odd Hours — illustrative Programme booklet and wristband applications.View image +
APPLICATION 02

Programme booklet and wristband applications.

Programme booklet and wristband applications.

Odd Hours — illustrative Illustrative mobile and desktop programme layouts.View image +
APPLICATION 03

Illustrative mobile and desktop programme layouts.

Illustrative mobile and desktop programme layouts.

THE DESIGN DECISIONS

Personality,
with a purpose.

  1. Keep date and location in consistent positions across every poster.
  2. Use the window device to create variation without changing the identity.
  3. Reserve expressive lettering for short headlines, keeping programme information plain.

ILLUSTRATIVE DELIVERABLES

A connected set of parts.

  • Event positioning and messaging outline
  • Campaign identity
  • Poster and programme system
  • Illustrative digital applications

Mockups explain the direction. Final production artwork, content, rights and implementation would be agreed for a real project.

Use this as inspiration

KEEP EXPLORING

Two more points
of view.

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YOUR IDEA HAS A PLACE HERE

Let's give it
some character.

A useful brief is the first creative act. Explore the sample questions and turn a few ideas into a starting conversation.

Start a project

Fictional showcase · sample brief only · nothing is sent.

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