Make Music Lagos '21
Make Music Lagos is part of the global Alliance Make Music Day to celebrate 'The World Music Day' on June 21 every year featuring every kind of musician — young and old, amateur and professional, of every musical persuasion as they share their music with friends, neighbours, and strangers.
Project Type
Brand Identity, Web Design Print
Client
Make Music Nigeria
Year
2021
Introduction
Make Music Lagos is the Lagos edition of the global celebration of music, Make Music Day, that takes place every year on June 21 in commemoration of World Music Day in over 1000 cities across the world.
In 2016, Tayo and Deola Akinyemi, founders of Showgear (a leading Nigerian audio-visual company) noticed in the course of their interactions with the National Association of Music Merchants (NAMM) in the US that no Nigerian city was on the list of cities where Make Music Day is celebrated. Not even Africa’s music capital, Lagos. So, they approached the Make Music Alliance Team about the possibility of a Lagos edition. They got the go ahead, and the rest they say is history.
Several editions later, the initiative has grown in leaps and bounds and has contributed to the advancement of the music scene in Nigeria by providing FREE platforms and experiences for fans, artistes, brands and industry organizations.
Our Objective
To create a fun, vibrant and modern brand identity for "Make Music Lagos", a music festival in Lagos, Nigeria.
Target audience: Young music lovers, ages 18-45, who are interested in discovering new music and experiencing a fun, inclusive atmosphere.
Identity
The brand identity of Make Music Lagos is inspired by the vibrant and energetic atmosphere of the city and its love for music and culture.
The wordmark for Make Music Lagos, the 2021 edition consists of several geometric shapes inspired by the general PLAY ▶️, PAUSE ⏸️ AND REWIND ⏯️ icons etc, systematically put together to create a custom typeface; friendly, fun and playful, reflecting the company's approach to music and the events it produces.
Typography & Colour
The brand colours feature a bold and vibrant colour palette. These colours were carefully selected to reflect the energy, excitement and vibrancy of the company's events.
Events
The brand identity for Make Music Lagos was implemented across a range of mediums, including print and digital materials, merchandise, and promotional items. This includes event posters, flyers, social media graphics, and advertising. The consistent use of the wordmark, colour scheme, and typography helped us achieve creating a strong and recognizable brand for Make Music Lagos.
Motion
Based on the brand's Identity system, we also developed some motion elements for some of the major events across Lagos which were displayed on-screen at the events.
Conclusion
The brand theme for the year had a distinctive look and feel and the logo and brand colours were applied consistently across all marketing materials including posters, flyers, social media posts, and festival merchandise.
Overall, the "Make Music Lagos" brand identity evoked feelings of excitement, fun, and energy, appealing to young music lovers and local Lagosians as we hoped it would. Frankly, the number of orders and sales of the MML merchandise for this year's edition has been the highest recorded so far. This was owed greatly to the general acceptance of the identity and it's appeal to it's intended audience.