Sled Island is an annual four-day independent music and arts festival in Calgary, Alberta that brings together over 200 artists and bands in more than 30 venues throughout the city. Since 2007, Sled Island’s innovative, eclectic programming and independent spirit have combined to produce a festival that now attracts a diverse and global audience, draws the attention of local, national and international media, and was recently voted one of the top 10 music festivals in Canada by listeners of CBC Radio 3.
Working Format completed the festival's first brand redesign since its inception five-years prior. Centered around the theme 'discovery', Working Format commissioned and art directed a series of illustrators across Canada, giving each artist the task of portraying the mythical beasts of Sled Island.
The illustrations were used alongside a custom wordmark and applied across a range of material including print and online advertising, a new website, a series of street posters, the festival's program guide, merchandise and a multitude of other media.
Illustrations created by:
Brennan Kelly, Brian Tong, Ellen Lee, Melissa Winkler, Konstantin Steshenko, Edward Kwong, Connor Willumsen