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Toronto Caribbean CarnivalWe DehyaPon Eglinton West 
Festival
Concept
2023

 Designer
Jacentea Kerlow

Goal of the project
Plan a social experience based on any institution or organization and produce a 3D/visual prototype and presentation of your concept and implementation. 

After I had first moved to Toronto, I found a job on Eglinton West in “Little Jamaica” and fell in love with everything that it was. I’ve seen how hard it has been on the community to be under-construction for the past 13 years so I created a festival celebrating the completion of the LRT line. We Dehya; Pon Eglinton West. 



Festival graphics pay hommage to the areas Reggae infused history by digitizing predominantly hand-made elements for both print and digital media. 

The 2 day festival begins with a street party along Eglinton West, from Cedarvale Station down to Fairbank. The site allows visitors to access the festival from 1 of 3 new LRT stops and uses the LRT—which previously halted business—to welcome the city back. 

Leaning into the idea of using the LRT as a way to bring traffic back to the area, the door is left open to bring on the TTC and Metrolinx as potential sponsors. 

The second day of the festival moves down along the LRT route to Coronation Park (Keelesdale Station). This area has a paid entry with all funds being put towards the rejuvenation of “Little Jamaica and preservation efforts. 






Website Graphic Style        Figma Prototype
This move offers the chance to host bigger acts on the main stage because it can accomodate the crowd. Many elements from Day 1 are carried forward into Day 2 with this venue allowing guests to have a “Caribbean Coachella-esque” experience. Coronation Park would host all major headliners, which could include both local and international acts. 
Not only does this shift in location allow a completely new experience for Day 2, but brings business further west along the entire length of “Little Jamaica” on the LRT.
 
User Personas                                 
Challenges
I am not an illustrator!
I was committed to  executing the graphic style but do not paint or draw.


To combat this, I traced everything
either by hand, or digitally
                                                                                       
Combining digital and hand made elements
Digital tracing/painting utilizing colours from the poster
Tracing assets by hand and painting them