College - Author 1
College of Liberal Arts
Department - Author 1
Graphic Communication Department
Degree Name - Author 1
BS in Graphic Communication
Date
6-2026
Primary Advisor
Rachel Ma, College of Liberal Arts, Graphic Communication Department
Abstract/Summary
This project explores the development of a visual identity and promotional campaign for the proposed Juniper Folk & Rock Music Festival, a conceptual event designed to address a gap in the local festival landscape. While existing music festivals in San Luis Obispo primarily focus on electronic and dance music, this festival is intended to serve audiences interested in rock, alternative rock, indie rock, and folk genres. The project aims to create a cohesive brand system that communicates the festival’s identity while fostering community engagement and cultural connection.
A series of branded deliverables were developed, including a festival logo, lineup poster, social media advertisement, and wristbands. The completed project demonstrates how graphic design and branding can be used to support event promotion and establish a distinctive festival identity. Ultimately, the project illustrates the potential for a rock and folk music festival to contribute to the cultural vitality and sense of community within San Luis Obispo.
URL: https://digitalcommons.calpoly.edu/grcsp/349