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Tonescape Festival
Graphic Design
Brand identity & app · Fictional festival · 2025
Tonescape is a fictional three-day open-air festival on the Buochs airfield in central Switzerland, and a solo school brief: build the brand from nothing. The concept covers target groups and personas, three moodboards, colour, typography, a key visual, the logo, merchandise, the poster and a festival app.
Quick facts
Role
Tools
Year
Context
Runtime
Credits
Concept, brand identity, poster, app design
InDesign · Illustrator · Photoshop
2025
School project, solo
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Key Decisions
Three moods, one idea
I started with three directions: Retro, Industrial and Neon. Neon won. Dark backgrounds with cyan and magenta light feel like a festival at night, and the outlined Art Deco type recalls the first neon signs. Everything after that had to feel like light cutting through the dark.
A soundwave as the thread
The key visual started as an audio track from an editing program, but the first versions looked more like a heart monitor. I abstracted it until it read as sound and still worked at any size, from an A5 flyer to an A0 poster. Mirrored, and in cyan, magenta or both, it runs through the poster and the app.
Three days, one poster
The poster had to hold the full line-up for three days plus every sponsor. Each day gets its own colour and an oversized Art Deco numeral, with the headliner on top. Unlike LUMEN, this brief needed a call to action, because a festival has to sell tickets. So a corner "Störer" in the spotlight shape links straight to the ticket shop.
Outcome
My first complete brand, from research and personas to a working app design, all built around one idea. The paper sketches came before the screens, and the soundwave came before everything else.