Aberdeen International Youth Festival engages APS Group Scotland for the second year running to develop 2014 creative themes and visual identity
The 2014 Aberdeen International Youth Festival (AIYF) has turned to marketing services provider APS Group Scotland to develop the creative themes and visual identity for the annual celebration of youth music, theatre and dance.
Working with Scottish-based illustrator Edward McGowen to create the concept APS Group Scotland has incorporated AIYF’s key brand colours into the butterfly images that promote the festival and feature across all promotional material including shop windows, billboards, mobiles, press advertisements, posters and throughout the full listings programme.
“The team at APS Group has proved consistently that they understand what is at the heart of our festival”, said Stewart Aitken, artistic director for the Aberdeen International Youth Festival. “We are delighted with the confidence that the butterfly imagery portrays. The multiple sizes and groupings also reflect our diversity and the overall feel of our visuals this year is one of energy and beauty.”
Michael Fraser, creative director of APS Group Scotland, added: “We’re all very proud to be involved with the AYIF again as it celebrates its 42nd year. The butterfly builds on the feeling of expression that we gave to the birds in 2013 but also celebrates the notion of togetherness as much as solitude, as the butterflies appear either together or on their own. This reflects the diverse nature of the individual and group talent on show throughout the festival.”
The AYIF runs from 25 July until 2 August with groups from around the globe gathering in the city, performers this year include a Japanese ballet troupe, a Mexican theatre group, Egyptian dancers and a Chinese marching band.
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