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self-initiated
branding
type design
motion
2022
brief
TRAM is a fictional music festival designed to take place across the tram networks of four European cities - Prague, Basel, Rotterdam and Seville - over one weekend. Created in response to the period of inactivity brought by Covid, the festival aimed to bring people back into the cities and reconnect them with their local music and food scenes.
The challenge was to imagine the festival from the ground up, defining the event and its audience as well as its brand personality, values and tone of voice. From there, the aim was to create a complete visual identity and consider how the brand could work across a wide range of touchpoints.
concept
TRAM was built around the idea of movement, both through the travelling nature of the festival and the energy it aimed to bring to each city. “Music in motion” became the festival tagline, whilst “join the movement” helped define its wider tone of voice and sense of a shared experience.
Movement also shaped the visual identity. A custom display typeface was created using elongated, geometric letterforms inspired by tram lines, paired with bold colours and diagonal shapes to give the brand a more energetic feel. These elements could shift, stretch and move across different applications, making motion a consistent part of both the print and digital identity.
The trams themselves became moving music venues, taking festival-goers across each city throughout the weekend. Along the way, they were encouraged to explore local food, landmarks, and neighbourhoods, making the city part of the festival experience.
outcome
The identity was developed into a wide range of touchpoints covering both the promotion of TRAM and the festival experience itself. Each city had its own materials, including tickets, line-ups, tram maps, and city guides with information on local food, landmarks and useful contacts.
Digital applications included social media and outdoor advertising, where motion and video could be incorporated into the typography. A festival app was also designed to bring together food recommendations, tickets and concert times, as well as a tailored playlist, giving festival-goers the information they needed throughout the event.
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