What is Flow?
House music needs to have Flow. Flow is a musical initiative of DJ Franky Rizardo that started in 2013 as a weekly radio show on SLAM!FM. The initiative has now evolved into a musical movement, with a number of stage hostings on prestigious festivals both in The Netherlands as well as abroad, like Dance Valley, Free Your Mind, Summer Festival, Amsterdam Dance Event and so on. Flow will now also evolve into both a record label and merchandise brand.
Logo Concept, Typography & Coloring
The logo represents the three musical areas of house music Flow represents: Deephouse, Tech House, and House in general.
For the typography we have used a font (Cassanet) that matches the triangular shape. This font is now the main font of FLOW.
For each event we always use a different color scheme. Flow organizes stages at festivals, but also clubnights. Therefore, we have divided it in color. For festivals we use a colored background and the clubnights a black one.
The making of
We were asked to develop and design an ever evolving campaign. We thought it would be great to expose a real Flow-triangle to all kinds of 'flows', with ink in water. This resulted in a series of images and videos that are used for the communication of each individual event.
Because we had done multiple video- and photoshoots over several days we had an enormous amount of images at our disposal. This resulted in color-themed communication per event, for instance Amsterdam Dance Event had the black/white/yellow color scheme, and for Dance Valley we used the yellow/pink color scheme.
The Flow movement also needed a community website. The website functions as a portal to showcase new releases, listen to the weekly Flow podcast, to see video’s and get yourself some Flow-merchandise.
Merchandise & Stage Design
For the Flow movement we have made a lot of merchandise. Bags, shirts, cd's, necklaces, stickers and so on.
For the Flow festival stages we have designed flags, signs and all kind of decors.