Set in beautiful Squamish, BC, SVMF was a world-class 3-day music festival with some of the biggest names in music performing. Previous to 2015, the festival lacked a cohesive identity and changed year over year. Will established a logo and a flexible identity system that would allow enough freedom to freshen things up each year while maintaining enough brand equity to be recognizable.
2015's illustration was a low-poly landscape of the festival's setting, with visualized music flowing beyond the festival borders. This style extended into the festival's mascot bear and the brand was applied to everything from huge stage banners down to festival wristbands.