Concept: The current branding for Midsumma Festival lacks personality and is cold and harsh. A change is needed to breathe a breath of fresh air into the life of the brand. As it is a loud and eye catching event the fundamental branding behind the event does not match or reflect the true personality of the brand.

As such there is a need for a refreshed and vibrant concept highlighting the unique, proud and inclusive values of the brand. 

With a core aim in engaging and connecting with a larger and broader audience. Incorporating bubbly rounded shapes to create an organic and playful feel with a larger series of brand colours to ensure it is eye catching and engaging for viewers.