Latitude’s rebrand revolves around an image-led identity – the result of a week-long photo shoot we planned and art directed at the 2014 festival.
The festival market is very competitive but most festivals concentrate on advertising with dense listings of acts and very little room devoted to the brand of the festival.
We identified that Latitude is as much about the experience and the beautiful environment as it is about the line up of acts and set out to photographically capture the stunning environment from early morning to late night, documenting the magic and electicicism of the event, as well as the wide demographic, with photographer Pete Beavis. A carefully edited series of iconic photographs were chosen to embody the spirit of the festival and have been subtly treated and enhanced to give them a linked sense of visual brand particular to Latitude. We also captured hundreds of hours of time-lapse footage to be used in digital banner advertising.
The new typographic logo is a more open and simplified approach that better embraces the eclectic nature of the festival which hosts music, film, comedy, theatre, literature and a kids area. The diamond icon, which partly frames the new simplified word-mark, represents a stylized compass in reference to the name Latitude.
We brought these elements together in the design of key marketing materials, posters and print/digital advert templates. The new identity was then rolled out by Latitude’s in-house design department across advertising, social media touch points and website, as well as onsite representations including the famous lake-side sign and new stage sets.
We’d like to thank Form for their work on the Latitude rebrand. Everyone loves the new look and we’re really excited about rolling it out for our 10th birthday in 2015!