Carrera Escape 2010 South by Southwest
Case Study
Client: BMF Media Group
My Role(s): Designer
Featured Examples:
- Credentials for Carrera Escape 2010 South by Southwest
- Web RSVP for Carrera Escape 2010 South by Southwest
- Cocktail Menu for Carrera Escape 2010 South by Southwest
- Step and Repeat for Carrera Escape 2010 South by Southwest
I was glad to get commissioned to do the 2010 Carrera Escape, seeing that I worked with BMF on last year’s Carrera Summer Escape and really enjoyed it. Carrera has a bold sense of style, saturated with attitude.
What excited me most of all was that for this year’s event series I would be responsible for the overriding design concept of all the events, whereas last year I worked inside of a defined style handed down to me for execution. Of course I needed to design something that supported Carrera’s campaign imagery for this season and to bring it to life in an event environment. One thing I immediately noticed was the way that the bright sun and “Shine On” were burned into the images. It was so distinctly summer to me, hot and direct. The destructive effect of the burning creates a secrecy as the eye loses definition of edges and it pulls the eye into the shade, giving a sense of intimacy with the other elements in the shade.
I decided that I would keep the deep oranges and reds of their campaign imagery and use lens flare effects to burn out and hide certain of the design elements. I wanted something to tie into last year’s event and continue a thread, so I kept the cityscape as a background element. The typography is based on their campaign, but expanded a bit.
In addition to designing general elements to be used for all the events in the series (logo, step and repeats, wraps for the DJ booths, banners for railings, etc), I also produced iterations of design elements specific to the event thrown at South by Southwest 2010. As usual with BMF projects, I did not create the actual RSVP website, I stayed with the graphical side. The step and repeat stands out to me, especially in the Wireimage photography from the event, and that’s where it’s supposed to stand out.
