PROJECT CONCEPT
Coming into capstone this semester, I already had a solid idea planned out because I have been thinking about what I wanted to do for my capstone project for the past year. I have owned my own craft business for about 5 years now, and the past 3 years have been filled with taking my business to craft shows around the state of Iowa. As a craft vendor and a graphic design student, there have been many frustrations that I have developed over the years from taking my business to shows. These would include:
• Going to a craft show where there are more direct sales vendors (i.e. Scentsy, 
   Paparazzi, Pampered Chef) than there are actually handcraft vendors.
• Event organizers not putting as much effort into advertising as promised
• Nonexistent or unappealing branding for show advertising/promotional materials.
For my capstone project, I have decided to tackle these frustrations by branding a Handcraft Only Festival. The original plan was to host the event on April 18th with the help of a friend and fellow craft vendor who has hosted shows before, Sarah Colby. She was going to handle the logistics and technical side of the event while I worked on designing the branding and event materials. The hope was that if the event went well, then we would be able to turn this into an annual event with the intention to keep growing and expanding the festival into one of Iowa’s largest handcraft only shows.
THE PROCESS
INITIAL RESEARCH
For my research, I started with festival name ideation by researching other festivals locally, nationally and internationally because I needed to start with designing a logo for the festival. I knew I wanted to steer clear of all common terminology for craft show names in the local area. This meant terms such as, ‘show, fair, market,’ and any seasonal terminology (i.e. Spring Fling). Finding current large scale craft festivals and fairs proved to be difficult to find. This led me to look at music and fine art festivals later on for theme and style ideation.
OFFICIAL THEME
The theme is a mandala that is made up of a variety of craft supplies. All elements were hand drawn with only the outlines filled in with color. With the logo quite a bit wider than the height, I decided to follow more of an oval shape for the mandala instead of trying to create a perfect circle.
COLOR SCHEME
The official color scheme is an aqua, yellow, and coral. They were chosen to be representative of spring and also be reflective of the colors I’ve seen used on the craft tools I have in my home studio. I tried to use tints and shades to begin with, but the tints came off too light. I eliminated all but one tint which is the light yellow that is used for the background. The range then consisted of shades of the original three colors. 
TYPOGRAPHY
Proxima Nova Condensed was chosen for the readability of the type at a far distance, as well as the numerous weights contained in the type family. Special Elite was chosen specifically to work as a subtitle. This is a typewriter style font that has good readability and complements the style designed in the logo.
FINAL PRODUCTS
POSTER
The 11x14 poster uses the official festival theme. The color scheme has been applied to the text. This poster is intended to be hung up in local stores and around campuses.
FLYERS
This 4x4 flyer can be printed in color or black and white. The flyer can be used for on-the-go advertising or as handouts. Flyer information can be easily altered to be a recruitment tool for attracting vendors to come participate in the festival. 
BANNERS
Sidewalk: These banners are larger versions of the poster design and are really intended for campuses and malls. 
Highway: This banner would be displayed on either side of the highway that SportsIowa is located on. A highway banner works well for advertising to commuters and can be a good directional tool to the venue on the day of the event. 
Outdoors: The venue would have one of these banners hanging on the front of the building during the last few weeks leading up to the event. This banner could also be used in patios of local bars or other local establishments. 
Welcome: The welcome banner can be found just inside the entrance of the venue to greet customers as they enter the festival. 
BILLBOARDS
The billboards are considered for high traffic areas like along I-80 in Des Moines. ​​​​​​​
SOCIAL MEDIA
The profile picture (left) is only of the logo because this would be the constant element people would recognize year to year and it would be used across all social media accounts. The cover photo (right) would be used for the Facebook page only and provides the basic information of the event at the top of the page. As the festival nears, highlight photos of vendor products would be added with the cover photo to create a slideshow in this space. 
BADGES
Personnel badges would be required to identify Event Organizers, Volunteers and Craft Vendors. This identification would probably be for meals and other perks for those who are working the festival. 
TICKET
The button was designed to be the festival entry ticket for customers to buy in advance or at the door. This technique is used at a popular music and arts festival in my hometown and served as inspiration for this choice. The idea is to create a souvenir for customers instead of making another piece of paper that would just get thrown away when they get home. Having the button as a ticket will also be a good choice down the road for festival access when the festival transitions from being a single day event to a multi-day event. 
T-SHIRTS
Official Theme T-shirts
This shirt would be available in the festival colors or black and white. I am also considering offering a pre-order of these shirts to participating vendors with the phrase on the back similar to the tie dye festival shirt. The craftology definition is featured on the back of the tie dye festival shirt while the button mandala design is seen on the front. Vendors could opt to have the definition for Craftologist on the back of the official theme shirts instead of Craftology. The tie dye festival t-shirts would be offered in a variety of different tie dye color variations to stand apart from the staff and volunteer shirts. 
Staff & Volunteer T-shirts
The staff and volunteers would be wearing tie dye shirts in similar colors of the spiral style. Each would be labeled on the back to identify staff from volunteers, but both shirts would feature the Craftology Festival logo on the front of the shirt. 
TOTE BAG
This is a canvas tote bag that features the official festival theme mandala. 
FACE MASKS
To give a nod to what will probably be a part of our new normal after this pandemic, I created face masks to be available for purchase at the festival.
MOVING FORWARD
I still plan on hosting the festival at some point but it may not be in Ames. Once the festival is up and running, a website will become necessary as an information source for potential vendors and customers. There is a social media campaign planned for promotion of vendors which would be during the last month leading up to the festival. The hope is to make the festival an annual multi-day event. 
This project came from the admiration and respect I have for artisans and crafters who are trying to make a living from their creativity. The Craftology Festival is my way of showing appreciation and giving these small business creatives a platform to share their work with the world. Working on the Craftology Festival has brought me closer to figuring out where I want to go with my career in the graphic design field. I have found that I enjoy creating materials for large events like expos and festivals. 
I am excited to see where this project and my career go from here.

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