Portfolio Project: Ilusive Projection Festival
Assets: Logo, branding, menu design, wine label, blood bags, invitation, custom wax stamp, business cards,
t-shirts
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.
Execution: Design, concept development, naming, copywriting, tagline, and messaging
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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.
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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.
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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.
Brand Strategy and Visual Identity for an Immersive Festival Under the Giza Pyramids with 75 Project Mapping Experiences
Project:
Ilusive Projection Mapping Festival
Role:
Branding
UX Design
Visual/UI Design
Interaction Design
Sector:
Entertainment, Travel
Target Users
Global travellers, creative enthusiasts, music lovers, and high-energy personalities
Tools:
Adobe XD, Adobe CC
Deliverables:
Logo/Identity, Branding, Poster, Website, Wristbands, T-Shirts, Print Festival Guide, App, Persona, Userflow, Sitemap, Social Media
Project Overview
Ilusive is a one-of-a-kind immersive, multi-sensory festival experience bringing together dance, performance, installation art, music, video, fashion, and projection mapping. Set against the Giza Pyramids in Egypt, the experience transforms an ancient landmark into a futuristic canvas for art, technology, and sound.
Designed for global travelers, creative explorers, and music enthusiasts, Ilusive takes audiences from sunrise through after-hours into a world where cutting-edge visuals and ancient architecture collide.
The brand needed to capture this sense of discovery and spectacle while establishing Ilusive as a globally recognized authority in projection mapping and immersive experiences.
Project Scope
The challenge was to create a dynamic and adaptable brand identity capable of expressing the festival's energy across multiple touchpoints while remaining flexible enough to evolve with future editions and locations.
The identity was built around three core brand pillars:
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Visionary & Elevated: Pushing the boundaries of art, sound, and technology to create experiences that feel bold, progressive, and imaginative.
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Immersive & Mesmerizing: Blurring the boundaries between audience, artist, environment, and technology through full-body sensory experiences.
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Inclusive & Diverse: Creating a visual world that celebrates different cultures, identities, and creative expressions, united through color, movement, and openness.
Visual Identity
The name Ilusive references the fleeting quality of projection mapping, capturing an experience that appears, transforms, and disappears in an instant.
The logo builds on this idea through two intentionally split I's. One half projects upward, symbolizing aspiration, elevation, and the festival's ability to transform its surroundings.
The visual system extends this sense of movement and transformation through:
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A fluid signature gradient representing inclusivity, energy, and a forward-looking creative spirit.
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A vibrant techno pink accent color that introduces moments of intensity and reinforces the festival's futuristic edge.
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Angular typography and geometric forms communicate technology, architecture, and the directional movement of projected light.
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Dotted Typography: A visual reference to pixels, light, and projection mapping, connecting the identity directly to the festival's technological foundation.
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The overall system is designed to feel kinetic and responsive, allowing the identity to evolve across different environments and applications.
Results
The resulting identity positions Ilusive as more than a music festival. It establishes a distinctive visual world for an immersive cultural experience, bringing together ancient architecture, contemporary art, technology, and global creative expression.
The flexible identity system gives the brand the ability to scale beyond its inaugural location, providing a strong foundation for future editions, new destinations, digital experiences, and large-scale projection environments.
