KEY ART REFRESH
Windsor Great Park Illuminated
My contributions: Design of refreshed logo and key art concepts
Windsor Great Park Illuminated is a family-friendly light trail located in the historic Windsor Great Park in England, adjacent to the famous Windsor Castle. My team at IMG Events was approached to redesign their key art, examples of which you can see below. The updated artwork needed to deemphasize the “stag” but still feature it somehow, have brighter edges, appeal to young families, and stand apart from a crowded competitive field.
Examples of the old artwork
Inspired by the concept of illumination, my creative direction is called Burst of Light, and it prominently features a holding shape for imagery drawn from the limitless number of lights at the event. I chose to use a holding shape containing images of event patrons from target demographics for two reasons: one, it helps viewers imagine themselves there, which drives ticket sales. Two, it instantly helps the event stand out because none of the competitors used a holding shape nor depicted the faces of visitors. To brighten things up, I’ve swapped the murky background of the old artwork for beautiful sunsets based on those seen over Windsor Great Park. Finally, I redesigned the poster’s typography from top to bottom, employing a wide sans serif that would appeal to a younger crowd without feeling too different from the current brand style.
The client ultimately decided to select a different direction our team created that more closely resembles their old artwork.