What started out as a concept for the Kentucky Derby Festival poster turned into a poster and identity system concept I created for Derby celebration. I then applied elements from the poster to other collateral that celebrates the culture of the Derby.
There are many traditions associated with the Derby. Everyone close to Louisville, Kentucky has their own memories with the whole celebration. I created a custom illustrated pattern that highlights these traditions so everyone can find their own story of the Derby festivities represented. The pattern can then be resized and repurposed in countless applications.