ILLUSTRATIVE logo
Oktoberfestiversary is an unconventional word, so I was motivated to make it more readable. I started by breaking things up with a hyphen and then adding fun elements to show the celebratory nature and seasonality of the event.
Traditionally, a diamond pattern and the color blue are used to signal Oktoberfest, the beer-focused German holiday. I added leaves and hand-lettered typography to signal there is fall fun to be had.
I created a logo and expansive design system for this independently-hosted and locally-cherished street fest dedicated to Chicago’s most vibrant season, the anniversary of Begyle Brewing, and the neighborhood it calls home.
Since its humble beginning as a small fall party in 2017, Oktoberfestiversary has evolved into a true community event welcoming 9,000 attendees annually and raising over $400K for a local food pantry to date.
The family-friendly, communal nature of this event heavily influenced the design. Energetic colors, lettering with a human touch, and an overall approachable vibe were the goal.
Overview
printed material
digital assets
Festival guide & BRAND GUIDE
PHOTOGRAPHY
coloring sheets
Creating an event that’s part-Oktoberfest, part-anniversary, and all types of fall fun.
oktoberfestiversary.
A traditional Oktoberfest color palette, expanded.
COLOR PALETTE