Alacran Group is a new media company with offices in Miami, Jamaica and London. The group encompasses one record label, two recording studios, live events, films and a foundation. Kaya Fest is an uplifting two-day music and cultural festival presented by the Marley family and the Bob Marley Foundation.
The Alacran and Bob Marley Foundations work together to elevate Jamaica while empowering young children with tools and resources for building a better society.
This project was designed to promote the multimedia entertainment company, Alacran Group, as an official partner of the music and awareness festival, Kaya Fest, while sharing positive messages with people of all walks of life and all ages around the world. I incorporated positive messages from Bob Marley’s songs in an elegant manner, aligning with my client’s tastes and branding.
“One Love” was one major message. I merged this statement of love and unity with the powerful closing tagline “Empowering Young Lives for Life”. This also made “One Love” ideal for describing this collaboration between the Bob Marley Foundation and the Alacran Group. This message extends beyond this project to connect with their overarching philosophy that we are all connected as one true family on Earth.
The fonts feature a copper metal texture to contrast with the Alacran Group’s deep blue branding.
Deliverables
Art direction, graphic design, creative writing, motion graphics, newspaper ads, animated social media ads, animated video content, merchandising, email blasts, billboards, outdoor advertising, sound editing
Media
Newspaper, magazine, massive social media, off and on-line advertising, direct mailing, email blast communications.
LA TIMES, THE SUN, SAN BERNARDINO SUN, SAN DIEGO READER, BILLBOARDS AND OUTDOOR ADVERTISING ACROSS LOS ANGELES, THE AIRPORT AND THE THREE MAIN ROUTES TO AND FROM SAN BERNARDINO
CREATIVE WRITING: CHANOA TARLE
MOTION GRAPHICS & ANIMATION: RODRIGO FRANKLIN
LEAD DESIGNER, ART DIRECTION, ANIMATION DIRECTION, SOUND EDITING, GRAPHIC PRODUCTION COORDINATION, MEDIA RESERVATIONS AND PRODUCTION DESIGN: PIERO SALARDI® CREATIVITY, IMAGINATION, SOUND, AND COLOR™
A beneficial thing for which one is grateful
All work done for the Alacran Foundation is voluntary
We also promoted the collaboration between the Bob Marley Foundation and the Alacran Foundation by sharing the message “One Love”
While this project centered around the Kaya Fest event, it made an impact that extended far beyond the festival grounds. Both the Bob Marley Foundation and the Alacran Foundation united to promote art, music and sports while successfully elevating the people of Jamaica.
In-between bands back screens animations on the main stage at Kaya Fest. 2 sets of 4 minute long, no audio with the Alacran Group's logo to give a permanent presence in the visitors' minds while preparing/waiting for the next show.
