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Portfolio Project: Ilusive Projection Festival

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Assets: Logo, branding, menu design, wine label, blood bags, invitation, custom wax stamp, business cards,
t-shirts

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Background: Koven, is a 273-year-old vampire on a noble mission to host blood drives, all with the intent of acquiring blood without causing harm. Participants willingly donate blood, with Koven meticulously collecting it in blood bags tailored to their specific blood types. In return for their generosity, guests are treated to an elegant black-tie dinner party, creating a uniquely macabre yet festive experience.

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Execution: Design, concept development, naming, copywriting, tagline, and messaging

  • The Koven logo embodies a blend of romantic, traditional gothic aesthetics with a contemporary twist. Set in a modern blackletter typeface, it's complemented by a hand-painted rendition of the red cross, complete with a dripping point of blood. These logos are versatile, designed to be used independently or co-branded as needed.

  • Invitations are sent in envelopes stamped with the distinctive Koven wax seal monogram, opening into a cross shape to reinforce the blood drive theme and set the tone for the event.

  • The menu features custom-written descriptions, offering a selection of foods inspired by the cuisine of Romania, alongside items fitting for the occasion and the vampire theme.

Be Ilusive in Egypt: 75 Projection Mappings, 60 Music Shows, 15 Special Performances, 5 Video Dance Parties

Project: Ilusive Projection Mapping Festival

Role: Graphic Design, UI/UX

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​Brand Position

  • Ilusive is a one-of-a-kind immersive, multi-sensory experience fusing dance, performance, installation art, music, video, and fashion. Under the shadows of the Giza Pyramids in Egypt, it offers an unforgettable event for global travelers, creative explorers, and music enthusiasts. From sunrise to after-hours, guests are drawn into a world of art and light, where cutting-edge visuals meet ancient wonders.

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Brand Strategy

  • The challenge was to design a dynamic identity that could channel the festival’s electric energy while remaining adaptable for future editions in new locations, positioning Illusive as the premiere projection mapping authority world-wide.

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Brand Pillars

  • Visionary & Elevated: Ilusive lives on the edge of imagination. Bold and boundary-pushing, it champions innovation in art, sound, and technology, curating a space where the creativity unfolds in real time.

  • Immersive & Mesmerizing: Ilusive thrives on full-body, mind-expanding experiences that blur the line between viewer and creator.

  • Inclusivity & Diversity: Ilusive celebrates and welcomes global voices, identities, and creative expressions. Its brand identity embraces unity through color, motion, and a spirit of openness. 

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Brand Personality

  • Exotic & Radiant: A burst of sensory wonder the brand glows with out-of-this-world experience that exudes energy and an upbeat spirit.

  • Bold & Loud: From the high-intensity color palette, the bold messaging, and the brand's energy, this brand breaks through the noise, challenges expectations, and turns up the volume.

  • Artistic & Groundbreaking: A platform for creative revolution where experimental meets experiential.

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Visual Identity

  • The name “Ilusive” was chosen to reflect the fleeting and “elusive” nature of the projection mapping event. The mark features two letter I’s intentionally split—one half projecting upwards symbolizing aspiration and elevation, central to the festival's theme. ​

  • The brand's signature gradient weaves together two essential themes: a celebration of inclusivity and a forward-looking dynamic spirit.​ A techno-pink accent color introduces bursts of vibrancy that underscore the festival's spirit and cutting-edge approach.​

  • Angular fonts and dotted typography were deliberately chosen to communicate themes of light and projection playing a pivotal role in the brand’s essence. These elements unite to create a cohesive visual language that captures Ilusive's bold, dynamic character.​

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LOGO/IDENTITY, BRANDING, EVENT POSTER, WEBSITE, WRISTBANDS, T-SHIRTS, PRINTED FESTIVAL GUIDE, APP​​​​

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