Still in its infancy, the organizers saw a need ahead of the second annual event for a more robust, comprehensive, and creative visual direction to gain traction in the community, ensure a successful turnout, and prove to investors and stakeholders that SOMOS is here to stay, and can make good on plans to expand its impact beyond a one-day festival.
The work began by refining their brand identity, defining a consistent voice, visual standards, and the decision that all content would incorporate the Brand gradients in some capacity.
In order to consistently integrate our brand colors as gradients in every image we used, I created a set of Lightroom presets specific to SOMOS.
In an effort to continue to bring members of the community into all aspects of SOMOS, we solicited imagery of the city from a dozen local photographers working in Albuquerque right now. These images were shared with us as raw files and processed using the SOMOS presets I created.
These would be used in general content and social media posts, always linking back to the photographers themselves as they in turn promoted SOMOS in their circles.
The intention of a community-centric festival is a challenging aspect to communicate outside of seeing it in person at the event, so we found a way to highlight members of the community mobilizing in Albuquerque and around SOMOS specifically. The answer was to create a portrait series to be featured on social channels that is as visually unique as it is true to the SOMOS' visual identity.
The challenge initially after settling on the direction of using the gradients in all of SOMOS's visuals was figuring out a way to incorporate them into our videos. The answer was creating colorful light leak animations in After Effects as overlays for each video.
Working with the gradients as a canvas, I designed several informational pieces of content making event information as accessible to attendees as possible. I also designed giveaway contests and contest collateral in the months leading up to the event.
With the intention of using Instagram Stories to their full potential, I created a library of animations using the animated gradient light leaks for the video content and my animation of the SOMOS logo to frame a variety of content from countdowns to headliner annoucements.
Ticket pre-sales online doubled from the previous year, totalling 18,000 tickets purchased ahead of time.
Instagram engagement increased by 1000% from 900 engagements per month to 7000.
Instagram following increased from 2500 to 3800 followers.
Facebook following increased
from 2500 to 3200 followers.
One of the intentions I had was separating SOMOS's platform with its greatest following (Instagram) from the accounts of all other festivals by creating a consistent aesthetic and content map. Through consistent applications of the visual and content initiatives, we were able to create feeds with a consistent aesthetic that immediately identifies the vibrance of SOMOS's brand.
To photograph the big day, I brought in a team of photographers (many of whom had supplied imagery for the influencer content) and together covered the event top to bottom, with all of the images being edited with the SOMOS presets I had created in real time.