Work Arts_&_Culture

Primavera Sound

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.

The Challenge

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”.