Case Study
Twilight at the Park
How we transformed a simple community concert into a vibrant summer identity that shines at twilight.
EVENT BRANDING: LOGO DESIGN, VISUAL IDENTITY, AND SOCIAL MEDIA TEMPLATES
Project Overview
Event Identity Design
Twilight at the Park is a free, open-air summer music event to be held at an Auckland Park(s). The event brings together live music, food trucks, warm summer evenings, and a safe community environment for all ages.
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I was responsible for developing the brand identity, including the logo, tagline, visual system, tone of voice, and launch campaign assets. The goal was to capture the atmosphere of twilight — soft light, warm colour, and big sound energy — in a way that feels modern, inviting, and distinctly Auckland.
Timeline: 3 weeks
Tools: Illustrator, Photoshop, Indesign
Role: Designer
Problem to Solve
Twilight at the Park needed a brand identity that could cut through Auckland’s busy summer season, appeal to a wide and diverse audience, and communicate clearly around safety, timing, and neighbourhood impact. At the same time, it had to be adaptable enough to live comfortably across posters, digital channels, stages, and future seasons. In short, we set out to build a brand that could unite a diverse audience, stand out in a busy calendar, and grow with the event year after year.
Standing Out in a Crowded Summer Calendar
Auckland is packed with summer events, so the festival needs a brand identity and experience that feels distinct, memorable, and instantly recognisable.
Appealing to a Broad, Diverse Audience
The event must attract young adults, couples, families, locals, and music lovers, creating a universal appeal while still feeling fresh and culturally relevant.
Translating Twilight
Into a Clear, Appealing Brand Story
The challenge is to express the beauty and mood of twilight in a way that builds trust, communicates ease, and removes barriers to attendance.
Creating a Flexible, Multi-Channel Brand System.
The identity must adapt seamlessly across large outdoor signage, digital platforms, social media, stage environments, and future seasons of the event.
Design Process
Research: Building Empathy
Drawing on stakeholder input, audience insights, and industry research, I created personas, analysed competitors, explored visual directions through moodboards, and mapped the customer journey.
Each providing insight into user behaviour, market position, and visual direction, helping us understand key motivations, behaviours, and opportunities.
Competitor Analysis
Through competitive analysis, we identified how similar events present themselves, allowing us to define our unique point of difference and better understand our strengths, weaknesses, and opportunities within a crowded market.
Personas
Across all three personas, we gained a strong understanding of what motivates people to attend a twilight summer event, how they discover it, and what they value in the overall experience.
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We learned that the brand must communicate:
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Atmosphere (twilight glow, summer energy)
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Ease and clarity (where to go, what’s happening, timings)
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Safety and accessibility (transport, lighting, family-friendliness)
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A sense of shared community (welcoming to all ages and groups)
Customer Journey Map
The customer journey maps highlight how our audiences discover, experience, and reflect on the Twilight at the Park event. From initial awareness and planning, to their experiences on the day, and their post-event engagement, we gained insight into what drives attendance and enjoyment. The maps reveal key touchpoints—how they find out about the event, what enhances their experience while attending, and what encourages them to share or return—helping us understand their preferences, motivations, and opportunities to improve the overall experience.
Moodboards
Based on insights from our earlier research, we have developed three distinct moodboards for the Twilight at the Park event. These concepts have been selected for testing and feedback to explore different creative directions.
1. Minimal Modern
Keywords: clean, geometric, refined, contemporary, airy, structured, confident, understated elegance
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Vibe: A modern, design-forward look that feels effortless and premium — letting photography, colour, and layout do the heavy lifting while the brand identity remains crisp and flexible.
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It creates a premium, contemporary feel (modern, intentional, and high-quality, polished and credible)
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A type-only logo is timeless and scalable
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Photography becomes the her as it doesn’t fight for attention
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Works beautifully on all platforms (Posters, social, website, signge, merch, etc.)
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Easy to systemise for future annual events (Seasonal colour, Key illustration, etc.)
2. Neon Energy
Keywords: vibrant, glowing, electric, luminous, bold, nightlife-inspired, youthful, immersive
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Vibe: A bright, energetic, glow-filled look that feels alive at dusk — capturing the thrill of summer nights, live music, colour-drenched lighting, and the warm buzz of a crowd gathering under the sky.
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Perfectly matches the event time and theme (twilight).
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Neon stand out among typical summer event branding (pastel or beachy)
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A signature look you can evolve (neon colours).
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Ideal for posters, digital screens, and social media
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Highly immersive, creating a world the audience can step into
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Neon amplifies the themes of the event (Twilight, music, energy)
3. Artisan Vintage
Keywords: handmade, tactile, indie, weathered textures, warm, organic, nostalgic, crafted
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Vibe: A grounded, soulful atmosphere that feels intimate, local, and community-driven — blending the charm of handmade craft with the magic of twilight outdoors.
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It feels welcoming and community-focused
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It stands out from typical festival branding, embracing a slower, more intimate vibe
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It aligns perfectly with an outdoor park setting (organic shapes + natural textures)
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It scales beautifully year after year (new textures, colours, illustrations)
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It works across all mediums (screen-printed posters, social, signage, or merch)
Strategy
We will craft a flexible, recognisable brand system that elevates the event, drives attendance, and communicates a seamless, welcoming experience from discovery to the moment they enter the park.
Identity Development
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Build a modular brand system designed to adapt across years, lineups, formats, and themes while preserving a consistent core identity.
Tone of voice
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Develop an approachable, community-minded tone that captures the spirit of summer, music, and shared experiences.
Communicate experience
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Capture the twilight mood with colours that echo summer sunsets, alongside handcrafted, indie-leaning design elements to evoke the twilight experience. Visual cues such as picnic setups, food trucks, soft lighting, and music help evoke the relaxed, indie summer experience.
Signage
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Create a signage system that remains consistent from print to stage screens and on-site markers.
Assets
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Create a versatile suite of brand assets and templates that can be reused and adapted for future events.
Brand Design
The Brand Design section brings the Twilight at the Park world to life — from the logo and tagline to the colours, type, photography, and all the visual ingredients that give the event its spark. Here’s where everything comes together to show the vibe, energy, and personality behind the twilight experience.
Logo Design
Several creative concepts were developed, each shaped by the themes and insights uncovered in the earlier moodboard exploration. We presented five distinct directions, giving stakeholders a clear sense of the breadth and potential of the event’s visual identity.
After gathering feedback and discussing alignment with the project goals, one concept emerged as the strongest fit, becoming the foundation for the final design direction.
Tagline exploration
After exploring a range of taglines, we chose Soft Light. Big Sound.—a line that sums up Twilight at the Park’s vibe: gentle, golden-hour moments paired with the thrilling energy of live music, capturing the brand’s mix of warmth, fun, and unforgettable experiences.
Colour Palette
The colour palette helped define a distinctive and atmospheric brand look for Twilight at the Park, while still allowing flexibility for the palette to evolve each year with new themes that keep the event feeling fresh and ever-changing.
Typography
The typography combines a distressed, handmade letterpress-style sans serif typeface, used to bring character and texture to the brand, paired with Raleway, a clean and versatile sans serif that ensures clarity and consistency across both print and digital applications.
Visual Identity
When the logo, colours, and typography come together across various collateral—such as posters, t-shirts, banners, and billboards—the visual identity starts to feel alive, creating a world audiences can recognise at a glance and inviting them into the atmosphere of Twilight at the Park before they’ve even arrived.
Photography Style
The photography style leans into warm summer light, twilight atmosphere, and candid moments—capturing the relaxed outdoor energy, diverse crowds, natural park setting, and small, magical details that bring the Twilight at the Park experience to life.
Tone of Voice
This brand identity captures the relaxed, summery, inclusive vibe of your music-in-the-park event. It blends creativity with clarity, warmth with professionalism, and energy with calm to reflect a social, community-centered festival.
Social Media
The social media strategy brings the Twilight at the Park brand to life in a way that feels vibrant, shareable, and unmistakably “twilight.” Guided by five key pillars, every post ladders up to the central throughline and captures the spirit of 'Soft light. Big sound'.
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This section includes example posts that show how the brand identity pairs with imagery to evoke the mood of dusk, the buzz of gathering crowds, and the energy of live music—inviting audiences to feel the event before they even arrive.
Conclusion/Reflections
Twilight at the Park was shaped around a clear goal: build an event brand that stands out and feels truly alive. By aligning early on a bold visual direction, cohesive messaging, and a flexible campaign system, the identity came together with confidence, energy, and a shared creative vision.
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With more time, expanding the discovery phase—through competitive research, persona refinement, and deeper audience insights—would have sharpened early decision-making and strengthened the foundations of the strategy. Earlier validation of visual concepts with community members could have confirmed which themes resonated most, while defining the photography style sooner would have streamlined content planning and ensured consistency across collateral and social. Tight timelines also meant some campaign elements moved quickly; extra space for refinement would have allowed further polish, iteration, and the opportunity to establish clearer KPIs for measuring impact.
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Even with these considerations, the final brand delivers exactly what the event set out to achieve: energy, atmosphere, and a strong sense of place. It captures the magic of summer evenings, the warmth of community connection, and the excitement of live music — creating a dynamic identity system ready to grow and evolve with the event for years to come.
Future Opportunities
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Establish Clear Metrics & KPIs
Keep a close eye on what people are responding to, such as engagement, attendance, and how the community grows. So we can learn what’s working and shape even better experiences next time.
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Evolve the Brand Season-to-Season
Refresh colours, themes, and visual elements each year to keep the identity feeling new while maintaining core recognisability.
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Deepen Audience Insights
Conduct surveys, event-day feedback, and social listening to better understand what audiences love, and what could be improved.
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Expand Community Testing
Gather feedback from audience groups early in the process to confirm the brand direction and messaging are landing as intended.
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Enhance On-Site Brand Experience
Find more ways to connect the visual identity to the on-site experience — through lighting, signage, and small interactive moments that make the brand feel alive.