Embassa't Music Festival 2022
Client: Sabadell Sona
Services: Art Direction, Web Design, Outdoor advertising, Campaign
Services: Art Direction, Web Design, Outdoor advertising, Campaign
Year: 2022
Embassa’t Music Festival is a consolidated event located in the outskirts of Barcelona, was born in 2009 as a response to the musical and cultural void left in Sabadell after the closing of «la Zona Hermètica», which was a clubbing reference and a gathering point for thousands of people every weekend for almost 3 decades.
The festival has now evolved into a three-day event with three stages, more than thirty artists and an affluence of about 2000 per day. Now, it is a compulsory stop for many artists of the Catalan scene and a meeting point for pop-rock, urban and electronic music lovers.
A dynamic visual identity was build around the concept of "human adaptation" by doing a graphic reinterpretation of perhaps, the most boring and used code of the last couple of years, the QR.
The key element appears all over the place, time after time, and it adapts to any possible format or platform as a parallelism to the new socio adaptations created by the effects of the pandemic.
By deconstructing the code and playing around with it, we created a set of recognisable patterns, curtains, rhythm and beats in order to have enough resources to work with a flexible system for the communication campaign.
The use of a modular system helps not only adjust the identity to any possible need, but also brings dynamism and variety to the overall.
The visual identity system was used across both physical and digital implementations, such as billboards, mupis, tarpaulins, brand new website, merchandising material or corporate banners. A set of animations were also created for on-site visual experience and previously on communication purposes during the event campaign.
