Marketing services provider, APS Group Scotland, has developed the creative themes and visual identity for the 2014 Aberdeen International Youth Festival (AIYF), one of the world’s biggest celebrations of youth music, theatre and dance.
APS Group was automatically awarded the contract following its work on last year’s festival which was commended recently in the 2014 Scottish Design Awards.
APS Group has worked with Scottish based illustrator Edward McGowen to create the concept. The company has incorporated AIYF’s key brand colours into butterfly images to promote the festival’s core essence of dynamic, spirited youth performance.
This year will see the most diverse programme for the AIYF to date. Groups from across the globe will gather in Aberdeen from 25th July to 2nd August 2014, with performances ranging from a Japanese ballet troupe and Mexican theatre group to Egyptian dancers and a Chinese marching band.
The bespoke butterfly design will be used across all promotional material for the festival, including shop windows, billboards, mobiles, press advertisements and posters, as well as throughout the full listings programme.
“The team at APS Group has proved consistently that they understand what is at the heart of our festival”, said Stewart Aitken, artistic director for the Aberdeen International Youth Festival. “We are delighted with the confidence that the butterfly imagery portrays. The multiple sizes and groupings also reflect our diversity and the overall feel of our visuals this year is one of energy and beauty.”
“We’re all very proud to be involved with the AYIF again as it celebrates its 42nd year” adds Michael Fraser, creative director of APS Group Scotland. “The butterfly builds on the feeling of expression that we gave to the birds in 2013 but also celebrates the notion of togetherness as much as solitude, as the butterflies appear either together or on their own. This reflects the diverse nature of the individual and group talent on show throughout the festival.”
About APS Group:
APS Group is an international marketing communications company that brings brands to life across every channel, in every market, all with a local touch. We streamline marketing and communication activities, improve processes and deliver cost savings through our creative approach, technology, sourcing skills and local insight. With over 600 employees across 23 sites worldwide, APS serves customers in a range of markets including retail, financial services, travel, automotive, healthcare, leisure, pharmaceutical and the public sector. www.theapsgroup.com
About Aberdeen International Youth Festival
Aberdeen International Youth Festival (AIYF) is one of the longest running multi arts festivals held anywhere in the world. In 2014 more than 800 participants from countries such as Mexico, China, the USA, Azerbaijan and Russia will take part in the event which runs from July 25 – Aug 2 this year. For more information on the full programme visit the website: www.aiyf.org