SOFIA LIVE FESTIVAL
Art Direction, Illustration, Graphic Design, Animation
Sofia Live Fest is a 'breath of fresh air', contemporary 3-days, open air live music festival which takes place from the 18th to the 20th of June in Sofia, Bulgaria.
Right when Europe started to lift some of the restrictions against the spread of Covid, I was approached with the task to create the identity and later roll out a whole promotional campaign for the very first edition of the festival.
I was lucky enough to be given an absolute creative freedom and the only requisites of the feature identity mentioned were relevant, easy, playful. I took that initial 'brief' and created a whole visual universe, filled with characters that are all a bit mad but never boring, always ready to scream, dance and shout.
First task on the list was the logo - it had to be fluid, light and flexible and work perfectly in both print and digital. Because the whole identity relies heavily on illustration, it was only logical to create my own logotype rather than using a ready-made font.
The first version of the logo, a.k.a the 'full' one. Mostly used in outdoor communication where viewers are not redirected to another source and information and have to get the gist as quickly as possible.
The shorter and most commonly used version. Aimed to accommodate smaller and unconventional formats.
The illustrated symbol of the festival carrying the whole mixture of the abbreviation and the mad mascots of the event. Rarely used on its own, exception being the social media.
A branded frame featuring the festival's acts
Launching anything on in 2021 without a video content just doesn't seem right.
Below is the short promotional video I directed and animated and is going not only on social, but on the digital screens situated across Sofia's public transport network.
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