Rainbow Serpent Festival
Branding
Client.
Monash University
Tools.
Illustrator, Photoshop, Indesign, Figma
Year.
2023
Role.
Graphic, UI Designer
“Let the rhythm guide you, and the colors light your path.”
That’s the vibe I wanted to capture in the branding for the Rainbow Serpent Festival. The festival is all about energy—color, music, dance, and a sense of community—and I channeled that into every design element.
Logo
The logo features flowing, rounded letters “RSF” that represent the spinning motion of dance and the grace of the serpent, while the bold red-orange and violet hues evoke passion and the magic of a sunset.
Elements
Each design element aimed to amplify key themes: connection, self-expression, and exploration. The sun and moon symbolize cyclical renewal, while vibrant lighting and captivating performances highlight the festival’s heartbeat—its community and creative energy.
Imagery
I chose black-and-white photos with an intentional rawness to reflect the festival's intensity. The noise and motion in the images bring an edgy, immersive feel, emphasizing the transformative power of the event.
The result? A visual identity that captures the pulse of Rainbow Serpent Festival and invites everyone to join in the celebration.