Iceland Airwaves

A brand identity for Iceland Airwaves Festival only incorporating AI generated imagery. Inspired by Icelands Mesmerizing and rugged nature.

Overview
Iceland Airwaves is a music festival, held annually in November in Reykjavik, Iceland, since 1999. Its main focus is showcasing new music, both Icelandic and international.Every year, Iceland Airvawes creates a fresh identity for the festival in collaboration with local graphic designers. For this project, I created my own.
Goals
The goal of the Iceland Airwaves project was to create a fresh brand identity by taking my own approach, following the festival’s tradition of introducing a new look each year. The focus was on creating a visual language that feels authentic to Iceland’s culture today while attracting a new generation of music and art enthusiasts.
Research
For the research, I focused on gathering inspiration to shape the direction I wanted to take. I collected samples of fashion, street art, and music, and also looked at past Iceland Airwaves designs to understand the festival’s evolving style while finding my own approach.
Target Audience
The primary target audience is young locals in their early 20s to early 30s — adventurous, open-minded, and eager to experience new culture. The secondary audience includes international music and art enthusiasts who are drawn to Iceland’s unique and vibrant arts scene.
Persona
Design Direction
Through research into fashion, street art, music, and past festival identities, I was drawn to the idea of blending colorful imagery of artists and guests with the textures of Icelandic nature. This approach captures both the creative energy of the festival and its deep ties to the environment, creating a visual language that feels authentic, vibrant, and rooted in place.
Patterns and imagery
Posters
Web Design
Merchandise
Conclusion

Designing a brand identity entirely with AI-generated imagery taught me how to craft strong prompts and rely on graphic design to bring clarity, consistency, and personality to the final system.

Full Casestudy
Prototype

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