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Launching a new festival into Seoul's crowded spring/summer festival scene meant carving out a distinctive identity from the start. Muse In City had a clear point of difference, it was the only female-oriented music festival in the city, and the visual identity needed to reflect that without leaning into anything too literal or overtly feminine. I was asked to create a hero illustration that captured the spirit of the event: warm, nostalgic, and urban bohemian, with a full suite of visual elements to carry that language across all on-site and digital touchpoints.

Solution

Rather than competing with the polished, graphic-heavy aesthetic of other urban festivals, I went in the opposite direction — hand-drawn, textured illustration with a deliberately analogue feel. The central character was intentionally ambiguous in both nationality and expression, open to interpretation, surrounded by musical and natural motifs in the same style. A muted palette of grey and dark purple kept the tone from reading as conventionally feminine, while a clean, modern typeface for the festival title held the urban edge. The result was something that felt both intimate and considered.

Outcome

The main poster performed well across online and outdoor media, drawing attention in a busy visual landscape. The same visual language extended across the full event, maps, leaflets, wristbands, wayfinding, stage graphics, and digital content, giving the site a cohesive atmosphere that felt specific to the event. Muse In City established a strong presence in Seoul's festival scene, and the identity carried forward into the following year.