Brew Beat

Challenge

Arch Creative hold an annual beer festival called Brew Beat which is held for several days in the city centre of Leicester. A passion project curated and founded by the team at Arch, the festival aims to engage audiences in Leicester and drive cultural celebration through the form of live music and a line up of specially selected events.

Solution

The internal graphic design team at Arch evolved the visual language which formed the basis of all branding for the event. As part of this I produced a short promotional video to support the show and to create brand awareness online.

Execution

The video had to rely heavily on stock footage to promote the event as it was the first of it’s kind in the city. I was tasked with defining the motion language to introduce the event and source appropriate stock footage to support each feature. The end product promoted the ‘festival’ nature of the event with a strong focus on live music. The up tempo backing track and faster paced motion aimed to give a ‘live’ feeling to the show and instil the idea that this was a bigger event than the norm. The block nature of the design leant itself nicely to visual often seen in music. The blocks or ‘faders’ used to raise and lower the volume of music, as seen on a live music desk helped to define the movement in the video. This idea carried through the motion language to reveal and transition between content and clips of footage.