PROCESS
PROCESS
Sometimes you have to start over to get to your best idea.
Version 1
My initial idea for this project was to take inspiration from the early work of Andy Warhol. I have always loved his ink blotting and watercolor pieces, and was hoping this would translate well for this project. I completed it (or at least I thought I did), but I knew it wasn’t where I wanted it to be. I decided to 180 and take a more “edgy” approach to the festival. As I did research on the city and contemplated different themes for the festival, I landed on the Red Light District. These two iconic parts of the Netherlands are definitely not always seen as complimentary, but I wanted to push myself.
Version 2
Although I completely re-vamped the Amsterdam Tulip Festival from my original idea, I still really liked a lot of the concepts and designs I came up with in my original piece. I chose to incorporate the elements I enjoyed in my new design and transform them into something that I felt fit the vision. As you can see above, the two posters I originally made were not completely thrown out, they were simply adjusted.
I also simplified my logo. My initial idea was to make the “atf” into a windmill to represent the windmill in the gardens where the festival is hosted. I did throw out this idea and I decided to play with type in a different way.
I used the arial black typeface and manipulated each to connect to one another, representing how all parts of Amsterdam are intertwined, such as the festival and the RLD.