MCAST ICA Festival 2021

The MCAST ICA Festival came about as a new approach to the annual exhibition held at MCAST’s Institute for the Creative Arts and is now in its fifth year running. By changing its tone of voice, the exhibition evolved into a creative arts festival. The philosophy behind and, consequently, the aesthetic of this festival varies according to the participating students’ vision, creating a sense of hype and anticipation from one edition to the next.

The MCAST ICA Festival serves as a bridge between MCAST ICA and the local arts and design community, illustrating all the work done at the institute. The festival celebrates the students’ creativity and honest, hard work while highlighting its relevance to industry stakeholders.

The concept chosen for this year's branding was mine, where first my mood board was one of three chosen and developed in a group of 4, including myself. The three remaining concepts were pitched to a board, where finally mine was chosen. From then on, specific brand guidelines were created using my concept, and then as a class, we created all the deliverables necessary following the predetermined brand guidelines. We felt that the branding was very merchandisable, so this was the perfect opportunity to introduce merchandise and crowdfunding for the first time in MCAST ICA Festival history as a way to raise funds despite COVID-19 restrictions.