Au Fil des Voix is a major music festival that brings together diverse artists, cultures, and traditions, celebrating musical heritage from across the globe. The festival needed a strong, cohesive visual identity that could reflect its multicultural essence while maintaining a modern and recognizable presence across different communication channels. The challenge was to create a system that would be adaptable for various formats—print, digital, and environmental—while preserving a distinct and engaging aesthetic.
Role:
Art Director
Industry:
Music
Client:
360
Key Points
Team size: 3
Departments solicited: Motion Design, Print, Art Direction
My role: I led the Art Direction of the festival’s visual identity, defining the overall creative direction and key visual. I also contributed to the production of key visual assets, ensuring consistency across various touchpoints, from print to digital. Additionally, I collaborated with the client on aspects of the social media strategy, aligning the brand’s presence with the festival’s dynamic and multicultural spirit.
Skills: Art Direction, Social Media, Graphics
Challenges
The main challenge was to create a cohesive and dynamic visual identity that could capture the festival’s rich cultural essence while maintaining a modern, engaging appeal across all communication materials. The identity needed to be adaptable to various formats, from large-scale signage to small-size printed tickets, ensuring a seamless and recognizable presence across all touchpoints.
Additionally, the design had to balance artistic expression and functional clarity, guiding festival attendees effortlessly through ticketing, event schedules, and venue navigation while preserving the festival’s unique aesthetic. The identity also had to be flexible enough to evolve with each edition, keeping it fresh while maintaining strong brand recognition.
Approach
1. Collaborative Creative Direction
The process began with in-depth meetings with the festival team to understand their vision, values, and communication goals. Through an open and collaborative exchange, we explored multiple creative directions, ensuring that the final identity would capture the festival’s essence while remaining adaptable across all platforms.
2. Modular and Flexible Visual System
The identity was designed as a cohesive yet flexible system, allowing for adaptability across various touchpoints. Whether seen on festival signage, tickets, a metro advertisement, or the official website, the branding remained instantly recognizable, ensuring both high visibility for the public and a structured, professional aesthetic for industry professionals.
3. Asset Production and Strategic Distribution
Once the creative direction was defined, we oversaw the production and management of all visual assets, working closely with the team to ensure consistency across formats. From digital banners to printed materials and social media content, every element was crafted to maintain a unified and impactful presence.
