CubaDupa has now firmly embedded itself in the streets of central Wellington. Building on the success of the previous two festivals, CudaDupa 2017 wanted to refresh the identity and focus on pushing public participation harder and owning mass music throughout the
To capture the essence of ‘beat the street’ we transformed the individual letterforms into instruments of celebration and participation. To ensure the Cuba community could own the look and feel of the festival, we invited creative members of the Cuba precinct to join a Cubadupa ‘crafter-noon’. Creating four instruments based on the identity’s ambigram letterforms ensured that all communication, leading up to and during the festival, boldly reinforced the distinctive CubaDupa name and typography.