Festival Redesign
Summer 2025
Justin Pokorski
The Amsterdam Tulip Festival celebrates horticulture, community engagement, and Dutch cultural awareness through an 8-week exploration of tulip fields, history lessons, walking city tours, and more. This project focused on rebranding the ATF with an emphasis on creating a natural, hand-crafted aesthetic.
People from other countries travel to come visit this festival, and having a postage stamp as a souvenir is representative of their core value of tourism and community engagement. It also promotes engagement and spreads awareness of this festival on a widespread scale. The images are hand-drawn to create an artisan and hand-crafted touch.
This festival spans almost three months with a wide variety of different events and activities, so having a concise, organized system to showcase these events was important for my process. It would make visitors feel at ease when scheduling events and deciding what to attend.
The main source of transportation in Amsterdam is cycling and public transportation, which makes the location of this touchpoint very accessible. Additionally, in other major cities around the world where there may not be access to nature, this is sounding the alarm and creating a thought-provoking action for viewers.
This festival covers a lot of ground around the city of Amsterdam, requiring traveling by bus, bike, and on foot. Having something to carry your things would be a necessity. The secondary logo mark would be hand-stamped from custom printmaking carvings, making each one unique to coincide with the idea of cultural and heritage values.