Reimagining the brand of a world-renowned music festival, Primavera Sound, we embraced the challenge of preserving its rich diversity while streamlining its expanding portfolio. A strategic overhaul, guided by an innovative typographic system, not only preserved the festival’s unique identity but also paved the way for its vibrant future.
As Primavera Sound grew, introducing a myriad of activities, services, products, and experiences, the organization faced a branding problem. The brand was becoming an increasingly incomprehensible ‘house of brands’, causing inefficiencies and lost opportunities. The challenge was to establish a versatile and consistent branding system that supported growth and creativity, in line with the festival’s ethos that “homogeneity is not an option”.
Our strategic response was the development of a constructive typographic system with over 50 typographic weights. The versatile typeface allowed for variations and combinations, with each typographic family representing the diverse musical styles present at the festival. This approach intended to mirror the vernacular of live music venues’ outdoor signs and labels, reflecting the essence of Primavera Sound.
The new font system offered the freedom to integrate various festival brands into a unified visual ecosystem, enabling the creation of consistent merchandising, services, products, or content. Additionally, the brand narrative and tone of voice were reformed, incorporating humor for a closer connection with festival participants.
The visual redesign, coupled with a strategic boost, ensured that while Primavera Sound’s future prospects expanded, its essential identity remained intact.
