Flurry Festival 2027
Flurry Festival is a long running, community focused music and dance festival held every February in Saratoga Springs, New York. It’s one of the largest folk dance and live music gatherings in the U.S., bringing together thousands of dancers, musicians, and enthusiasts for a full weekend of nonstop social dancing, workshops, and performances.
Role: Graphic Designer, client communication
Project Context: Festival Organization
Product Type: Logo, Social Media Banner, Merchandise
Duration: 2 months, May-July 2026
Tools: Figma, Procreate, Adobe Illustrator
Problem
This year The Flurry Festival is seeking branding materials that reflect the large variety of dance styles, multigenerational atmosphere and live music. They wanted to focus the design on “Flow”. They need a logo and design that captures the spirit of the festival, less focused on the environment and more focused on the community within it. They would also like adaptable social media icons and post banners that can promote the event consistently across platforms. They want a fresh new design that is different from what they have used before.
Solution
To represent The Flurry Festival, I’m exploring designs that convey a sense of community. Clients asked to incorporate foot or dance-inspired elements, with diversity to highlight its wide variety of attendees and types of dances being represented. The client states that the goal is a cohesive visual identity that’s vibrant, clear, unique, art that tells a story.
Style Guide
For this project I provided the client with a style guide to give references of multiple designs and options in one file. This allowed the client to view the designs side by side, while also giving context to the design decisions and possible directions we could take them.
Feedback - first round
Clients loved all the designs and ultimately wanted to combine the “motif” and “connected arms” somehow.
What they liked from each design:
Design 2 “Motif”: able to incorporate all the elements of the Flurry Festival
Bonus Design 3: Focused on the community aspect, a “jam circle”, connected-ness and togetherness, but wanted funky and loopy arms
Requests:
Add funky and loopy arms
Add puzzle pieces, paper flyers and signs, hats, shoes, buttons, water bottles, tote bags, backpacks, instruments
Have winter clothing
Feedback - round 2
Clients wanted to circle back to the original “atom” arms, while also adding and changing specific elements.
Requests:
“Atom” arms
Work in a musician playing the fiddle but still wrapped up in the arms
Add someone holding a baby
Add a long skirt dancer
Add specific drum, harmonica, specific type of water bottle (open and closed)
remove paper signs, flyers and buttons
Remove some of the winter clothing
Requests:
Color Theme changes
Final Designs
48 Final Assets
Four final assets were delivered for The Flurry Festival: the main logo, 4 Banner Variations, A Black and White only T-Shirt Design with no items, an Instagram Frame, and 41 individual assets for usage.
Reflection
What I Learned
Color Contrast (Again)
With the limited color palette, it was difficult to create contrast while also keeping the design bright while still visible for multiple backgrounds.
Less is more
When we originally tried to cram as many objects and items in the design as we could, it left no room for negative space and was less readable. I am more conscious about overwhelming the design.