The goal of this project was to create a fictitious music festival and design the festivals identity and some branding, which included posters, lanyards, tickets and merchandise. As a fan of jazz myself, the genre I chose for the music festival was jazz fusion. I first started this project by brainstorming- gathering keywords and creating a mindmap, and selecting key ideas and visuals for this festival. A clear early idea was to use imagery of rope strands coming together to form the rope with the name of the festival “Frayed”. The idea being that jazz fusion is a complex mix of genres and technical ability and a wide variety of cultural backgrounds; this was an idea that I wanted to communicate very clearly, so I leaned into it heavily. Eventually I moved towards a slide to indicate the innate joy and fun that can be found in jazz fusion songs. Once I was past the brainstorming stage, I created many sketches to explore and refine my concepts. Once I was happy with my initial direction, I imported my designs into illustrator and refined my initial ideas. I mainly used illustrator for this design study as working with vectors gave me a lot of flexibility and control since this was a visually heavy project.