Visual identity restyle and yearly campaign concept and design for the Amsterdam Roots Festival, a well known world music festival, which has taken place in the Dutch capital for more than thirty years.
The festival consists of a day at the park (open air), with a long program of concerts and activities. Next to this, the festival spreads along different venues, with an indoor-night program.
The concept of the campaign relies on ‘the exotic visitor’, represented by a set of colorful birds that pass by Amsterdam to cheer up the summer with their songs.
For its latest edition in 2017, the campaign took a new direction, in order to announce an important new part of the festival’s programme: circus acts.
Next to the annual campaigns, the recognisability of Amsterdam Roots Festival relies on its rich and dynamic visual system, based on a stencil font specially made for this project, and the graphic system developed from deconstructing the logo/font.
Color is an important part of the identity, as it is used not just to provide communication with a festive character, but also to organize information in the five categories of the festival’s programme: green-music, red-circus, pink-kids, blue-context and yellow-bazaar.
The ingredients that conform the visual identity are of course brought to life when applied to communication, such as the festival’s website, social media or printed matter.