Weapons of Mass Creation is a concept developed by Go Media’s Jeff Finley that celebrates creative visionaries who choose to make the most of opportunities in life. They “defy the hand they’re dealt” by overcoming the obstacles of their environment. These individuals are proactive and take advantage of their free time and creative pursuits. This WMCs concept led to a series of meetings and discussions about a convergence of these individuals that eventually culminated in a two-day art, film, and music festival held in Cleveland, Ohio in May of 2010. The goal of WMC Fest is to empower creative people to pursue their passions with a firm belief in honesty, authenticity, leadership, and courage.

This powerful message stood as the backbone for the visual brand of WMC. In creating the identity, we were aiming to convey that sense of courage and confidence that we want to instill in the audience. The name Weapons of Mass Creation is very powerful and can stand on its own without the need for a lot of visual clutter. We believed the message was understood best by stacking tall and condensed letters and emphasizing the largeness of the concept.

The color palette was inspired by quite a few different things including nature, the military, fashion, and film. We set pink and orange as accent colors on a forest green backdrop and maintained consistency in all branded materials including; posters, postcards, buttons, stickers, tote bags, and vinyl banners.