Rockfest
INDUSTRY: Music & Arts, Festival
SERVICES: Branding, Social Media, Print, Merchandise
BRAND TONE: Community-Driven, Purposeful, Compassionate, Electric, Homegrown
ABOUT THE CLIENT
Founded in 2024, Rockfest is the newest music festival in the Central Valley to hit the block, inspired by the dreams of an artist gone too soon. Born from the vision of Doug Robinett, frontman of Triple D, and inspired by the passion and legacy of the late musician and friend John Shaw, frontman for Whisky Skulls, the passionate rockers created the blueprint that keeps rock music alive and well in the local scene.
What began as a small idea to celebrate rock music and bring the community together has grown into a powerful tribute to Shaw's enduring influence and love for live performance. Robinett, known for his deep roots in the Modesto music scene, helped shape Rockfest into more than just a concert—it's a living homage to the spirit of rock and the memory of a beloved artist. Each year, fans gather not only to enjoy the music but to honor Shaw’s legacy, making Rockfest a cornerstone of Modesto’s cultural calendar and a symbol of how music can unite and inspire, regardless of background, age, or gender.
Into the second year of Rockfest, it was apparent that creating a visual identity would help the festival become a prominent staple in the local community. Hosted at Twin Rivers Saloon alongside California Highway 132 and with its roots in hosting notable country acts, it was important to have location and its history sprinkled into Rockfest’s identity. Through research, using elements on vintage americana best fit the location and tied into one of the festivals messages of freedom, unity, and homegrown upbringings.
The creation of Rockfest’s logo intentionally combines the cities love for rock music and its tribute to a local idol that is recognizable and exciting for local musicians and fans. Aiming to be as striking as the rock genres of the bands on the lineup, the usage of the color red is bold and eye-catching.
Behind The Design
Custom Typeface
To establish a one-of-a-kind identity for this festival, it felt right to create its own custom typeface. Inspired by the bold unpredictability associated with rock music, I sketched abstracted shapes of letters, refining them to portray sleekness and professionalism mixed with creativity and excitement. .
