In a nutshell
TAMK Art, Music, Media International Week is an annual university-based event at Tampere University of Applied Sciences (TAMK), Finland. The event normally takes 4 days, and allows students and other international visitors to experience the workshops, seminar, art exhibitions, live music, and simply have fun in a good company. This time it took place for the 9th time, and it was the second time for me to take a place of Assistant Coordinator.
Last year, when I’ve just got on the position, I realized that the event needs certain improvement in design. I’ve set rebranding as the main task for myself. To start with, I’ve recreated the logotype, giving it a more modern look. By cutting off some parts of “TAMK” letters I wanted the viewers to engage their minds. The event is a lot about learning new things and tackling challenges, so naturally it seemed like a good starting point!
When considering the type, I had something bold and edgy in mind, accompanied with a thin sans serif for the purposes of providing clear information. Eventually I came across Jaapokki, a typeface created by a Finn, and it seemed fitting perfectly to support the branding. Open Sans became my choice for the accompanying type due to it’s lightness and simplicity.
When choosing the colour scheme for most recent event, I had a trouble. To start with, I wanted the event to stand out anywhere, be it poster or a webpage. Eventually, I decided to take complementary colours, red and blue, and got a neutral grey to set a good balanced trio.
Main theme graphic of the event was on my mind for a while: we get many people with different background together during the event, and embracing this idea felt natural. Ultimately I depicted various people, set in a pattern. It once again has a mind engaging element.
This year’s programme was quite full of happenings. It was a hard task for me to understand how to put all the information together in a small piece of paper, but luckily I found a way: dividing a simple A4 sheet into 4 equal columns allowed me to fill in all the happenings. It must have been quite easy to follow everything, as you only need to look at a column per day.
This year we had 10(!) workshops hosted by various international guests who came from all around Europe. To strengthen visual identity of the event, and allow people to clearly remember which workshops interest them the most, I have created idents for each of the workshop, trying to give a glimpse at the workshop idea through those.
Our event, just like many other events, had extra activities to unwind and spend good time in a good company. This is where I had to create special materials for. OFF Programme of iWeek was spread throughout the event, allowing people to drop by anytime. So, for the poster I kept the very same colour key, red-blue-neutrals, and messed around with shapes a little. Et voila!
Speaking of the guests, they had a slightly different programme than students, so the special programme had to be created. I’ve created the icons last year, and used them all over again this time.
To sum it up
Event identity is a hard task, but nonetheless I decided to tackle it the best way possible. I knew that the events needs to stand up for students, raise their curiosity. Having that in mind, I picked up standing out colours, and created the visuals in such a way that it’s hard to pass by. Also, having an idea of the target group helped a lot, as it changes the approach a lot. Our generation is already experiencing good design around them, and we surely had to keep up with that. Having low budget is alright, too, as long as the files that are created can be easily viewed from the device screens or printed out at school. Every little detail of acknowledging the situation mattered, and it led to designing a right thing.