Meet the client: Hockley Hustle
Hockley Hustle is an annual music and arts festival in Hockley: A small area in central Nottingham.

Often referred to as "The Hustle", the eclectic urban festival packs over 300 acts into 30 different bars, pubs and venues across the Hockley streets - spanning a total of 18 hours for one manic day of music, arts and fundraising.

Hockley Hustle's aims are simple: to spotlight local talent, represent Notts culture and donate all the proceedings to local Nottingham Charities.

The HH logomark was the only visual that Hockley Hustle had prior to me joining the team in 2016.

Hockley Hustle has been in operation for almost 15 years now. This has brought some iconic catchphrases that attempt to sum up the madness that is: 'The Hustle'.
One challenge when creating the branding has always been trying to choose which attribute best represents Hockley hustle. With this in mind, I tried to scribble down some of the common phrases associated with the festival in various typefaces.

Some initial typographic catchphrases I used as a starting point.

An early concept of a way to distinguish venues: numbering and genre tags. The form that this would end up in was still unclear at this point.

Another challenge has been the role the venues play in the festival. All unique and providing a specific vibe and atmosphere and a different Notts promoter running each of them.

An example of a music lineup I experimented with to see if the visual elements I had made would work in the required forms.

A visual mood board/style guide I produced as a base to launch from if I ever got stuck. Most of the elements are formless but I worked a few elements into a poster and social post. I chose the orange + brown colour pallet as Hockley Hustle is set in mid-Autumn. I wanted it to feel warm and representative of colours you would see in nature at that time of year.

With so many words floating around the festival, it felt like an obvious choice to go with a typographic approach that could incorporate as many Notts colloquialisms and festival
taglines as possible.

The Final 2019 festival poster incorporating a few of the festivals iconic taglines.

The festival T-shirt is an essential part of Hockley Hustle. One is given to each of the 200+ volunteers and is often used as memorabilia for each year's festival.

Festival coasters were used to compliment the 2019 Hockley Hustle ale we had produced by a local brewery.

The festival brochure is the heart of the festival marketing each year. It features all 300 acts, each of the 30 venues and essential information on the charities Hockley Hustle supports. I wanted the brochure to fit the existing branding with an expanded colour pallet to allow each venue to stand out.

Creating an identity for all 30+ venues

After deciding to explore the concept of making the venues a more prominent part of the festival I explored ways in which I could give them their own identity.
I wanted each venue to feel like its own mini-festival. They all have a unique lineup, promoter and range of food and drinks. The problem to solve became how you can get this across to the audience without creating large volumes of work and complex information structures.
My solution was inspired by vintage train tickets in which I designed each venue their very own ticket that reflected the vibe of the venue.
E.g. Das kino: A stylish wood floored pizza bar with a jazz lineup and German roots = Bold mid-century design and Futura.
Anthology

As mentioned before, Hockley Hustle was the first live client that I came into contact with.
I'm hugely grateful for the risk they took on a 17-year-old designer with little to no experience at the time. I often use this project to not only reflect on my progression as a designer, but to also see how I interpret the same brief each year -  how I approach it with new mindsets, and how I apply what I've learned in the year prior.

2016 - Age 17, my first live client project

2017, Age 18 - After my first year of uni

2018, Age 19 - Completed at the start of my third year of uni

2019, Age 20 - My first live project since graduation early that summer.

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