Musik'n'viu — 2023 edition
A single identity for the three nights of the Granollers festival: a wave system that, whenever it can play, plays.
- Client
- Musik'n'viu · Granollers City Council
- Year
- 2023
- Service
- Event IdentityArt direction · Graphic design · Animation system
- Format
- Visual identity for the 2023 edition
The brief
Musik'n'viu, the live music festival in Granollers organised by the City Council, asked us to create the visual identity for its 2023 edition. The festival is run by three organisations, each programming its own night, with radically different musical styles.
It needed an identity capable of uniting the three nights under a single festival brand without flattening their differences, and that would work just as well printed on a bus-shelter poster as animated in a story. The challenge wasn't graphic; it was about connection.
The solution
Looking for a common vibe across such different music would have watered down each night, so instead of a shared style we went for a shared gesture: after all, all three nights are the same thing — sound, playing. We found a visual code that everyone instantly reads as «music on» without belonging to any genre: an equaliser's waves look the same whether it's playing blues or techno.
On this idea we built the identity's backdrop —waves tinted with the colours of sunset, the moment the festival kicks off each night— and gave it two states. In print, the system is a frozen wave. In digital, those same waves are animated by code driven by the audio of the campaign track: the beats of the animation land on the beats of the music because the music is what moves them, not hand-made syncing.
The identity is, quite literally, a player: whenever it can play, it plays. Typography acts as the backbone —big, bold and festival-ready— and holds the piece together wherever the backdrop has to stay quiet.
We rolled this system out in a mobile-first, interactive multi-page programme; in large format —bus-shelter posters, street banners and a 70x40 poster—; in a landscape A3 poster and an A4 ad; and in digital, where the system switches to its live state: audio-driven motion pieces for social media, GIF banners and images for the festival website.
Motion graphics
Motion piece for social media
In digital, the same wave system comes to life: the animation responds to the campaign audio instead of imitating it. This piece, designed for stories, shows the system at its most alive.