Art Direction · 2025
A festival identity built around the line-up, not the logo.
Paralelo 23 is a three-day festival of new music held in a former bus depot. With more than sixty artists and few sponsors, the festival needed an identity that made the programme itself the main visual.
Challenge
Previous editions buried the line-up under illustrations. Ticket sales came late because people could not find out who was playing.
Approach
We designed a typographic system where artist names form the image. A variable typeface stretches each name to fill its line, and colour changes by stage.
Result
The full line-up fits on one poster and one phone screen. Early-bird tickets sold out two weeks before the previous year’s pace.
Project details
- Client — Paralelo 23 Festival
- Year — 2025
- Discipline — Art Direction
- Location — São Paulo, Brazil
Credits
- Art direction — Bruna Saad
- Design — Lara Tanaka
- Motion — Igor Pessoa