Midsumma Rebrand

A comprehensive rebrand featuring a logo, style guide and poster designs for Victoria's largest Pride festival, Midsumma.

Timeframe: 4 weeks

Tools used: Adobe Illustrator, Adobe Photoshop, Adobe InDesign

Situation: Midsumma's prominence as one of Australia's largest Pride festivals brings with it several challenges. These include the need to platform additionally marginalised groups (eg. Indigenous people) within the queer community and platform smaller artists, as modern Pride festivals are often criticised for being overcommercialised and overly mainstream. A rebrand should address these unmet needs and highlight Midsumma's importance to LGBT+ people.

Concept: This rebrand features an eyecatching identity that harkens back to Pride’s roots as a grassroots movement and emphasizes the festival's commitment to platforming marginalised artists. Drawing inspiration from underground zine culture of the 1980s and 1990s, the rebrand moves away from a clean minimalist look to a bolder identity that embraces diversity and imperfection. Central to this new identity is a stamplike logo with variable letter width, representing the diversity of Midsumma and the community it celebrates.