Match&Fuse is a touring exchange network and annual festival with the primary aim of connecting creative scenes across Europe. With emphasis on local culture and its facilitates shared platforms for like-minded artists and the creation of new artistic material through internal collaboration.
June 2013 a Match&Fuse festival got arranged on St.Hanshaugen in Oslo. This is the visual identity for the Norwegian festival, 2013. The festival is not intended to keep growing in Norway, as it is a touring festival. That is why one of the main ideas on the visual concept was trying to make it as involving and different as possible since we only had this one chance in Norway.
The concept is based on a lot of things, but mostly it is a visualization Match&Fuse’s goal of combining and mixing bands from different creative scenes and genres together.
Through a rotatable poster (among other things) the audience was given the opportunity to twist, turn and really involve themselves in the printed media in a new way.
The concept is inspired by the Norwegian composer Finn Mortensen's experimental piece for two pianos "Lykkehjulssonaten" ("The Wheel of Fortune Sonata"). The notes are all placed in a rotatable wheels. The musicians have to improvise over which ever chord appears while rotating the wheel.
Inspired by this I placed all of the festivals performing bands in a strict wheel divided in to three wheels. This will force the viewer to manually engage in the design to find the right information. Each band has its own line in the wheel, dividing the band name in to smaller fragments which also will make you "match and fuse" the different bands together while searching for the right information.
The logo is mainly the same as the one M&F already had before the Norwegian festival was arranged. It is a bit rougher than the original to suit the visuals of the Norwegian festival better. The idea still remains the same.
The flyer has rotatable elements. The idea is to engage the audience in a "new way" through the printed media, making them struggle a bit to get the right information from the flyer. Hopefully the well known concept of "learning by doing" will make the audience remember the information and the event even better by having to involve themselves. At the end of each line the nationality of the band is written. This is of course meant to be informative, but it's also a guideline to help you figure out the right combination of the wheels.
The poster is conceptual in the same way as the flyer with it's rotatable elements. While manually rotating the three wheels, the different bands that are playing the festival are litterately getting matched and combined with each other. This is a visualization of the Match&Fuse concept where the whole idea is to combine and mix music and bands from different countries and genres together.
The program doesn't have rotatable elements like the poster and flyer. Instead the intention is that when reading it you will rotate the whole booklet.
The content of the booklet is presented in a wheel, like the poster and flyers. Each band has their own straight line and "angle" in the wheel, and "Match&Fuse" is at 0 degrees. This is the reason why the booklet has angles instead of regular page numbers. All the band description throughout the whole booklet is presented in these different angles.
Every page has an information box in the upper left corner. This will show you where you "are" in the wheel of band names. It explains to you why the text is placed the way it is, and why you have to rotate the whole booklet to get the information presented in the right way. It also provides you with information about the bands (time of concert, website, nationality, etc.).
While reading you will see that the text on each page is presented in the same angle as the bands band name is placed in the wheel. If you end up reading about all of the bands – the whole program from beginning to end, you eventually will have rotated the program 360 degrees.
The website has a digital animation of the wheel rotating by it self. The hand drawn style is also shown in the band-pages on the site.
For more information about this amazing festival, please visit matchandfuse.co.uk.
Thanks for watching!