Each Schnizzfest follows a different thematic execution. Colors, mood and tone are unique to fit a particular concept and materials are thoughtfully created from scratch. The process always starts as a brainstorm session with the client, and they've always got some creative ideas to throw around. In the past we've had a Declaration of Schnizzdependence, an architectural blueprint for a better MSP, and a red carpet gala to celebrate the 5th event in the series.
After our team brainstorm we set out with pencil, pen, charcoal or chalk and get sketching. This is where the first seeds of the final direction get planted, and we do the obvious to feel out a path forward: we play dress up with Stanley.
Stanley Schnizzer is his name, and MSP is his game. Stan is the mascot for Schnizzfest and represents the attendees at this annual happening. With each event since his inception, he's donned an outfit respective to that year's theme. He appears on some of the signage, and as a full-sized cardboard cutout who has done his fair share of photo-bombing!
After some loose sketching, keyword generation and imaginative back and forth, we create a logo that is thematic to the year. It'll be seen on shirts, handouts, signs, bed cards and candy wrappers. For 2018 we created a full color logo, as well as a secondary knockout version used for single color applications.
This year's theme has some Indiana Jones flair, and attendees will find Stanley trailblazing and dressed for adventure. The idea is the ultimate "Search for Success", complete with map, campfire and compass.
This is a project I look forward to every year. It let's me explore a range of creative techniques to fully see the themes come to life. What's better than that?
