Brief

Jukra had the opportunity to strategize a cohesive brand renewal for two distinct events. Our challenge was to maintain their individual identities while creating a harmonious overall appearance.

Beyond the brand revamp, our project encompassed crafting illustrations, animations for social media marketing, and designing all digital and print materials for the 2023 event, ensuring a professional and unified presentation.

Designing the look

Events previously held at different times will be organized together in the same space in the future. Therefore, combining previously separate brands was a natural solution. The project started with updating logos and visual elements. A common design language was formed when we discussed the goals of the events and the desired atmosphere.

Brand colours

Purple was chosen as the body colour of the look, which has the task of carrying the lighter colours of the look in an orderly manner. Turquoise and lavender help to bring an energetic feeling to an otherwise very warm color scheme.

Kuvassa näkyy ote Jukran suunnittelemasta videosta Ruisrockin instagram-profiiliin. Kuvassa on innokasta yleisöä rantalavan edessä.
Origin story of Hippu the mascot

During the implementation phase of the new look, we started planning for newsletters and poster campaigns. Brief was to design an eye catching poster that would inform about the dates, but present the new branding as well.

The idea of ​​a character that expresses excitement about the delicious event was born. A relatable character that would stand out from other posters more easily. Especially for children and families.

The character was liked so much that in March a public vote was published to name a new mascot. The winner of the vote, Hippu (Nugget), is a delicious name and goes well with ice cream, chocolate and coffee.

Kuvassa näkyy ote Jukran suunnittelemasta videosta Ruisrockin instagram-profiiliin. Kuvassa on innokasta yleisöä rantalavan edessä.
At first Hippu appeared just as a poster campaign in the streets of Helsinki.
Kuvassa näkyy ote Jukran suunnittelemasta videosta Ruisrockin instagram-profiiliin. Kuvassa on innokasta yleisöä rantalavan edessä.
Hippu's facial expressions are meant to show a childlike enthusiasm for treats. The same feeling that many adults can still experience when walking past an ice cream stand in the summer.
Kuvassa näkyy ote Jukran suunnittelemasta videosta Ruisrockin instagram-profiiliin. Kuvassa on innokasta yleisöä rantalavan edessä.
The presence of the mascot in the branding enabled new types of illustrations that work well on social media channels.
Carnivals website simplified map. Home page, the events' own exhibitor listing pages and common info pages.

Website design and development

Until now, both events had separate websites. Since the events are organized annually in the same place and at the same time, a large part of the content of the sites is also identical to each other.

In order to make communication easier, it was decided to combine the sites. From the common home page, you can navigate directly to common information pages. Event-specific partner and exhibitor information is presented on the events' own home pages.

See the website
Kuvassa näkyy ote Jukran suunnittelemasta videosta Ruisrockin instagram-profiiliin. Kuvassa on innokasta yleisöä rantalavan edessä.
Since the website contains information about both events, the navigation had to be as easy and clear as possible. We ended up with a solution where the most important buttons are on the navigation bar.
Kuvassa näkyy ote Jukran suunnittelemasta videosta Ruisrockin instagram-profiiliin. Kuvassa on innokasta yleisöä rantalavan edessä.
In the menu visual clutter was minimized and the focus was on building a clearly grouped sets of links, where everything you need can be found quickly.
Footer is often overlooked, even though it is an important part of a functioning website. These little animations, are there to maintain the light feeling of the event.
For the transition from one page to another, a special effect resembling a lick was created. The final effect happens in a fraction of a second to keep Google Crawlers happy, so you can't see it in its entirety. However, it helps maintain the light atmosphere of the site.
Animations, signage and other printed products

All kinds of digital and printed products are always needed at events. Signs, clothes, wristbands, passports, brochures, etc. These are of great importance in creating the atmosphere on site.

Kuvassa näkyy ote Jukran suunnittelemasta videosta Ruisrockin instagram-profiiliin. Kuvassa on innokasta yleisöä rantalavan edessä.
Kuvassa näkyy ote Jukran suunnittelemasta videosta Ruisrockin instagram-profiiliin. Kuvassa on innokasta yleisöä rantalavan edessä.
Print design for the staff shirt was a fun exercise.
The venue has several digital screens, which of course are important to use as impressively as possible. This year, Hippu looked at visitors walking in and animated logos on the screen.
Kuvassa näkyy ote Jukran suunnittelemasta videosta Ruisrockin instagram-profiiliin. Kuvassa on innokasta yleisöä rantalavan edessä.
On the paper map, visitors could look for the exhibitors they wanted to see.
Kuvassa näkyy ote Jukran suunnittelemasta videosta Ruisrockin instagram-profiiliin. Kuvassa on innokasta yleisöä rantalavan edessä.
Some cut-to-shape signs were made for the amusement of the visitors'
To Carnivals.fi
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