In 2017, our client wanted to make X-Fest an annual event. We kept many of the elements that made the event a success from the year before, but created a new visual identity to help keep things fresh year over year.
Dell :: X-Fest :: 2016, 2017
In 2016, Dell built out a space within the main campus with the intention of giving employees a more hands-on, engaging way to see and handle the newest products that the company releases. To commemorate this, an event was planned to celebrate with all central Texas employees invited. Our team was heavily involved in bringing the event to life, primarily in creating an identity that would add to the excitement, as well as working on the programming that attendees would engage in. The X-Fest theme was born out of Austin's notoriety for fantastic live music events like Austin City Limits and South by Southwest. The event included a live DJ, covering the entire space with green turf to simulate grass, a digital graffiti wall, food trucks, and more. Both attendance and engagement for X-Fest were a great success, and both increased in 2017.
Creative direction: Cam Todd
Art direction: Joey Bullard (2016), Felipe Villela (2017)
Copy: John Gorman
In 2017, our client wanted to make X-Fest an annual event. We kept many of the elements that made the event a success from the year before, but created a new visual identity to help keep things fresh year over year.