Client: Shekhinah
Year: 2018
Role: Creative Direction, Branding, Visual Identity, Concept Design
In August 2018, platinum-selling artist Shekhinah approached Maverick Design to develop the visual concept for her debut music festival, Rosefest — an all-woman celebration of music, empowerment, and creativity.
Inspired by Tyler, The Creator’s Camp Flog Gnaw and other artist-led festivals, the brief was to imagine a carnival-style aesthetic that would embody femininity without cliché — bold yet playful, nostalgic yet contemporary. With no artist line-up yet announced, our task was to create a world, not just a poster.
We developed a full suite of visual assets:
– A bespoke logotype entwined with illustrated rose branches
– A dreamy pink-and-gold palette evoking a surreal fairground
– Iconography including carousels, ferris wheels and decorative scrollwork
– Applications across street posters, outdoor billboards, merch mockups and digital assets
Although the original event was postponed and later reimagined with new collaborators, our creative direction set the tone for what would become one of South Africa’s most culturally significant music events spotlighting female voices.
This project remains a proud example of world-building through design — where brand identity leads, and the experience follows.
