Multifaceted mobile party
The challenge: Synthetic is a genuine mobile party, based in Thessaloniki, Greece. It is run by electronic music lovers, whom you will find inside the dj booth, behind the bars or on the dance floor. They collectively “synthesise” their individual know-how in order to organise dance music events with the highest standards, care and respect to the clubber. Promoting themselves a forward – thinking music genre that is electronic music, they needed a dynamic and eccentric brand identity right on that point.
The concept: Synthetic comes from the Greek word synthesis (σύνθεσις), which has several meanings and is widely used across sciences. Among the different meanings, synthesis is the end result of a combined mix of ideas, while sound synthesis is the technique of generating sound from scratch. Taking inspiration from these different meanings and from the event’s mobile character, we designed a logo that has a form of a displaced “S”, reflecting a sense of movement. We let the music speak for itself by developing a clean and modern brand identity across all applications, that carries the dance vibes and the electric energy of the Synthetic events.
Role: Creative Direction, Brand Identity, Logo Design
Credits: Photography by Anthony Black/ Sotiris Maditsis
Date: November, 2014