There are no wrong notes

Harlem Week Festival

Client
Harlem Week / NYC Cultural Affairs
There are no wrong notes

Background

Harlem Week is one of the largest cultural events in the United States. It features conferences, seminars, sports, music, food, dance, festivals and educational experiences that showcase the unique and diverse character and impact of the Manhattan neighbourhood. What originally started as a one-day tribute to one of the most culturally rich neighbourhoods in the country has now become a month-long celebration. The adage, therefore, is "Only in Harlem can a week last for a month".‍Since the early 20th century, it has been regarded as the cultural capital of the African diaspora. African Diaspora is the term commonly used to describe the mass dispersion of peoples from Africa during the Transatlantic Slave Trades, from the 1500s to the 1800s. This Diaspora took millions of people from Western and Central Africa to different regions throughout the Americas and the Caribbean. It is also the home of jazz and bebop; the legendary Apollo Theater, where many great artists including Jimmy Hendrix began; world famous houses of worship, like the Abyssinian Baptist church; and some of the best academic institutions in the world.‍More than just another one of New York City’s many neighbourhoods, it is an amalgamation of African, Caribbean, Hispanic, and European culture. It is the birthplace of the Harlem Renaissance; it was one of the leading communities during the civil rights movement of the 1960s, and presently, it is considered a culinary mecca.

Brief

The organisers are looking to revitalise the look and feel of the this year's Harlem Week and have commissioned your agency to impart a fresh visual direction to the festival.

Objective

To expand the reach of the event throughout New York & the United States
To attract a diverse crown to the festival

Client Requests

The festival celebrates one of the most culturally diverse neighbourhoods in the United States. The design must be vibrant, playful, ambitious and showcase the energy of Harlem Week.No obvious visual treatments such as graffiti; instead focus on capturing the spirit of the festival via thoughtful design.

Demographic

The people who attend this event vary greatly in age and demographic. Their commonalities are that they enjoy learning about new cultures and their  practices. Consequently, there are open to immersing themselves wholly in the experience Harlem Week has to offer.

They are an outgoing bunch who will eagerly join in the fun, dancing like no one's watching, singing along, sharing meals with friends and strangers, and living in the moment.

Solution

Create a brand that celebrates the unconventional & diverse

To achieve this I created a typeface that has a unique character per letter. additionally using the slogan “there are no wrong notes” to drive the tone of voice of celebration, being proud of ones individuality & uniqueness

Maximillian Gonzales

Graphic Design
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