FestivalPark, Worth to celebrate!
Worth to celebrate!
Connecting Community: Building an Inclusive Venue Brand in the Heart of the City.
Entertainment plays a crucial role in human life as it satisfies our social needs and brings people together. At Monroe, we are dedicated to working within the arts and culture industry, recognizing the importance of such projects. However, in recent years, the rising prices of entertainment activities in Turkey, including concert and festival tickets, have made them less accessible to those with limited financial means. Additionally, most venues hosting these events are privately owned, further limiting accessibility.
To address these issues and cater to the demands of younger generations, the Istanbul Municipality (IBB) introduced FestivalPark, an entertainment venue located in three different areas: Kadıköy, Yenikapı, and Maltepe. Monroe collaborated with IBB to create a brand strategy and visual identity for FestivalPark, aiming to make it a meaningful public venue that connects millions of people.
However, in recent years, the rising prices of entertainment activities in Turkey, including concert and festival tickets, have made them less accessible to those with limited financial means. Additionally, most venues hosting these events are privately owned, further limiting accessibility.
During the brand strategy development, we identified three key issues in Istanbul that FestivalPark could address. Firstly, most entertainment venues are located far from residential areas, making it difficult for audiences to reach them. This lack of accessibility burdens many residents who wish to attend such events. Secondly, events in these venues often cater to specific communities, excluding larger audiences within Istanbul. This creates the perception that entertainment is only for the privileged few. Finally, these venues fail to communicate effectively with broader audiences and cultivate a sense of belonging to the city's cultural activities.
By emphasizing FestivalPark's central locations within Istanbul, such as Kadıköy, Yenikapı, and Maltepe, we created a brand story that resonates with the city's residents: "There is FestivalPark in the heart of Istanbul, and there is you in the heart of FestivalPark" (İstanbul'un kalbinde FestivalPark, FestivalPark’ın kalbinde sen varsın). This positioning aligns FestivalPark with the goal of addressing accessibility issues while fostering a sense of belonging among the residents.
For the brand slogan, we aimed to communicate with millions of people and encourage their participation. The slogan "Life is worth celebrating" (hayat kutlamaya değer) reflects the spirit of FestivalPark and conveys the message that everyone's life deserves joy and celebration. This slogan allows for versatility in event and brand communications, such as "Music is worth celebrating," "Festival is worth celebrating," and "Istanbul is worth celebrating."
In visualizing FestivalPark's brand, we focused on the concept of celebration, which aligns with the brand slogan. Confetti, often associated with festivals and joyous occasions, became a central element in the visual identity. The creative team at Monroe developed confetti-shaped vectors and incorporated them into various communication materials. The use of confetti creates a vibrant and memorable image that signifies celebration. This visual identity sets FestivalPark apart from other entertainment venues in Istanbul.
Additionally, Monroe extended its work by creating a custom typeface for FestivalPark, inspired by the confetti-like system used in the communication materials. This unique typeface further enhances the venue's visual identity, ensuring its distinctiveness.
Going beyond graphic design, We also created spatial designs for FestivalPark, including metal banners, flags, and the entrance gate. This multidimensional approach adds depth to the visual identity, making FestivalPark a truly immersive experience.
As a creative studio, Monroe specializes in public works, and our collaboration with IBB on projects like Istanbulkart has given us valuable expertise in this field. FestivalPark, as an arts and culture project initiated by the Istanbul Municipality, holds a special place for us at Monroe, as it combines our passion for entertainment with our commitment to public initiatives.
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