🌸 SOFT MUSIC 🌸
An extension of my Senior Design Thesis, SOFT SERVE
I’ve designed this medium post to work along side this highly curated playlist. Please hit shuffle and read on.
Some background on Soft Serve:
Soft Serve means a couple of things. For one, there is a certain level of softness perceived in a “girly” aesthetic of design. The color pink and femininity in general can often be described as soft. Although that doesn’t sound like a bad thing, softness can also be negatively attributed to superficiality, weakness, dependence, or general gender constructs
This is where serve comes in. I’m using the term serve in my thesis as questions:
- How can your softness serve you?
- How can you serve the best version of yourself?
- How can you use your personal aesthetic to validate your work?
Also, I saw the phrase Soft Serve being used (other than the context of ice cream) in a Marc Jacobs ad for his handbag Softbox. He called it the new soft serve. I screamed. 🍦
My intention in designing Soft Serve the Font™ was to design a typeface that is soft, feminine, and maintains a strong presence. It was during my research for Softserve.otf that I found the iconic “Gummy Belt” by Marc Jacobs in his 2020 Heaven collection. The original artwork for the belt and necklace was designed by multi-media artist Shana Saghedi-Ray based off gummy bear forms.
Using the letters “H, E, A, V, E, N” as an initial reference, I was able to create an entire font complete with heart, star, and flower glyphs. The font is used as a thread, or chain if you will, throughout the body of my thesis work.
🌸🌸🌸🌼🌼🌼🌼🌷🌷🌷💐💐💐🌸🌸🌸🌼🌼🌼🌼🌷🌷🌷💐💐💐🌸🌸🌸
SOFT MUSIC
Soft Music is a concept music festival celebrating femininity and Las Vegas. The festival would be held on the same grounds as the Life Is Beautiful music festival held in downtown Las Vegas every year.
Using the identity I have created for my thesis I decided to create a style guide of designing assets for Soft Music. The color palette inspiration is taken from the Marc Jacobs gummy necklace and I use Soft Serve the Font™ paired with Calibre Bold.
I took inspiration from western indie rock concert posters from the 70’s, but using my own color palette and type system.
When designing the motion activated posters I wanted to keep a consistent feel of the retro posters and add traditionally feminine forms. I added the butterfly icons, some bomb music from female artists, and continued pushing the gradient backgrounds.
The promo video footage takes inspiration (and footage whoops) from Life is Beautiful’s 2018 lineup announcement.
I’ve always wanted to work in the music industry specifically on concerts or festival type of events. Getting this assignment at the end of the year felt manifested, and honestly really special. My entire thesis has revolved around me honing in on my aesthetic, dissecting it, and then blowing it up to the extreme just to see if I can. Its about validation of that aesthetic but also my work as a designer and confidence as a feminine person. This project sits really well into my overall thesis and I am proud of the work I’ve been able to make.
