visual identity / art direction / web design & development / COPYWRITING
After a 2-year long hiatus, GastroBeats returned this year as the biggest physical lifestyle event since Covid. Our team set out to break away from the expected neon direction of the previous years, and instead refresh the identity by exposing the thriving artistic essence found in food, music and graffiti that serve as the pillars of this year's festival.
Shaping the identity
We applied conceptual thinking to fundamental design elements to reflect the rush of vibrance and excitement the festival would bring to a previously dark Covid era. The combination of the 3 primary colours–red, yellow and blue–represented festival highlights: Culinary Masters collaborations with MasterChef Sarah Todd, live performances and a massive play area featuring graffiti installations and a life-sized food-themed inflatable playground. We integrated these together in a dynamic display that converges and moves as one singular form: GastroBeats.
This intriguing medley provided flexibility and created a sense of dynamism necessary for an identity system that would have to be applied to the huge event space at Bayfront Avenue.
Versatility and vibrancy
The identity manifests with a vivid colour palette, energetic layouts and a set of graffiti-inspired strokes and scribbles to communicate the theme's versatile messages across the brand.
Cool, friendly and energetic
Targeted toward the masses, the tone of voice was approachable and confident, enticing people with the novelty of outdoor interactivity after 2 years of social restrictions.
Seamless user experience
The GastroBeats website was built on Wix, allowing us to deliver a site that empowered the GastroBeats team to manage and work collaboratively with us. While our team implemented the UX/UI and developed the site, their team were able to make any necessary copy changes concurrently, preventing any unnecessary delays.
The website saw a 33% bounce rate, and a total of 41,800 unique visitors. Throughout the month of June, GastroBeats hosted an estimated 150,000 visitors.