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The Evolution of Good Vibrations Society: A Journey in Handcrafted Branding

Updated: Oct 31

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When I first connected with Good Vibrations Society in 2022, I couldn’t have imagined the creative journey we’d embark on together. Founded by Johnny Scratchley, Doug Hunt, and Richard Morriss in 2021, this unique festival held at the stunning Pippingford Park brings people together in an inspiring blend of music, art, and nature. Each founder brings their own expertise—Richard provides the perfect location, Doug’s technical skills set the stage, and Johnny, lead singer of Gentleman’s Dub Club and an experienced festival organiser, was at the helm of the brand.


A Good Vibrations Society poster showing the original logo in the top left, and three columns, showing the line up for Friday, Saturday and Sunday
The OG Good Vibrations Society branding from 2021

In its first year, the branding had a homemade feel—quirky and colourful, but with a personal touch that captured the festival's essence. When I met Johnny in our local village in spring 2022, he learned I was a graphic designer and said, “Perfect! I need a graphic designer.” Over lunch, we made a plan, and it was decided that the original 2021 branding would stay largely intact for continuity, with only minor refinements to keep things cohesive.

Then, during the 2022 festival, I watched Johnny’s band perform and felt the energy of the event. Afterward, as we chatted about how well it had all come together, I proposed, “Let’s burn it to the ground and start fresh!” He was instantly on board, and from that moment, we were set on creating a new, distinctive brand identity for 2023.


The 2023 Redesign: Handcrafted from Scratch

For 2023, I wanted to give Good Vibrations Society a strong, cohesive look that was still rooted in the festival’s handmade origins. The logo and main illustration began as sketches on a large piece of A1 paper, capturing the spirit of the Ashdown Forest where the event takes place. The hand-lettered logo was designed to feel organic and lively, mirroring the festival's vibe. After creating the initial drafts, I scanned the illustration and refined it on my iPad, using multiple layers in Procreate to trace and add intricate details. The text for the logo was then scanned and brought into Adobe Illustrator, where I used the pen tool to meticulously trace over the original hand-lettering, ensuring smooth, clean lines and consistent curves. The result was a vector logo with a handcrafted feel that could be scaled for use across all branding materials.


Pencil drawing of Good Vibrations Society logo and poster design
The first 2023 sketch of the illustration and the logo!

To achieve a more intricate look, I relied on tools that have become my go-tos for digital illustration and graphic design, such as the Apple Pencil for precision drawing in Procreate, and a high quality scanner to digitise the initial paper sketches.




2024 Refresh: New Year, New Illustration

For the 2024 season, we wanted to keep the branding fresh without losing its core identity. Each year, we plan to update the illustrations to reflect the evolving character of the festival while retaining the established logo and colour scheme for brand consistency. The new 2024 design was once again sketched on paper, transferred to my iPad, and then brought to life in Procreate. This time, I used an oil paint effect brush to add a rich, textured look that complements the natural theme.

The refreshed illustration preserves the original palette but adds a sense of growth and renewal—perfect for a festival that keeps evolving while staying true to its roots. For 2025 and beyond, each year’s festival will feature a unique illustration that reflects the Good Vibrations Society’s dynamic spirit, always keeping things fresh and exciting for returning attendees.




Autumn 2024 Merch: Expanding the Good Vibrations Brand

Good Vibrations Society Autumn T-Shirt design, autumnal leaves and foliage and woodland animals illsutarted, with the good vibrations society logo in the centre
Good Vibrations Society Autumn T-Shirt

Beyond logo and illustration work, Good Vibrations Society is building a full brand experience, and that includes merchandise. In autumn 2024, we developed a seasonal T-shirt and hoodie design featuring hand-drawn elements inspired by the local Ashdown Forest. Set against a black background, the vibrant foliage, majestic deer, and curious owl all come together to celebrate the changing seasons and the festival’s natural roots.

Creating this merch has been an exciting way to expand the brand beyond the festival grounds. We see this as a growing side of the Good Vibrations Society, allowing fans to take a piece of the experience home with them and feel connected year-round. Each item is thoughtfully designed to blend seamlessly with the festival’s aesthetic while adding a fresh perspective for the new season. Check out the latest Merch to bring a piece of Good Vibrations home with you.



Looking Forward: Building on the Good Vibrations Society Brand

As we head into 2025, I’m thrilled to continue working on Good Vibrations Society’s branding journey. Every year brings a new opportunity to push creative boundaries while celebrating the unique charm of this incredible festival. The brand’s handmade, earthy quality is an essential part of its identity, and with each illustration refresh, we’re finding new ways to visually tell the story of Good Vibrations Society.

Working on this project has been a truly collaborative experience. Johnny, Doug, and Richard’s passion for creating something special shines through every element, and I’m honoured to play a part in bringing their vision to life. Here’s to many more years of creativity, community, and, of course, Good Vibrations.

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