Ni Hao-dy! 你好 x howdy!
I’m Chris Lee, a motion designer + illustrator and I’ve got happy feet!
Identity Design
This rebrand of Holy Smoke, the independent, Christian hip hop festival, integrates Christian imagery and concepts with modern design sensibilities. By avoiding clichés, this identity system displays Christian culture in a way that is relevant to modern day music culture. Through subtle hints and implied Christian imagery, Christians can feel “in the know,” while the brand doesn’t make non-Christians feel unwelcome. It inspires Christians to express their faith, and invites non-Christians to enjoy good hip hop music.
The serifed Garamond conveys the classical feel reminiscent of Christianity, but also is a new and atypical way to represent a hip hop festival. This unique juxtaposition differentiates it from other hip hop festivals.
The Flame is used in place of the letter “o”, speaking to the energy and presence within HOLY SMOKE.
To celebrate the diversity of music styles and stories of faith, these four colors are used all as primary colors. Each color represents artists’ values of times of self reflection, intentionality, a pioneering spirit, and peace that surpasses all understanding.
Website and App design:
Using bold colors and festival footage, the website and app invite participants
to engage with the Holy Smoke community, through workshops, VIP events, and personalized tickets.
Posters:
These posters are a mix of informational and brand idenitity.
Informational posters show headlining artists, workshops, and events during the festival.
Brand identity posters show that this festival is not just a yearly event, but a community and an ongoing movement.