Every year, summer festivals bring tens of thousands of people together around an experience. These events go far beyond music and are almost a lifestyle.
AlRumbo has been held on the coast of Cádiz since 2010 and for many young people it is their first foray into the music festival circuit.
In 2014, AlRumbo was held at Punta Candor Beach, located in Rota. The festival organizers commissioned us to design their identity for this edition, as well as the entire communication campaign, from print to digital media, including social media management.
Beyond the groups, the most important thing about AlRumbo is the experience: an open-air festival that combines sand and sea middays with concerts and camping nights in the heart of nature.
In order to do this, we created a graphic system based on that natural environment that makes this festival so special. It is a set of geometric pieces that play with repetition, like sound waves, referring to the landscape of Rote.
Since 2010, artists such as Gentleman, SFDK, Cypress Hill, The Prodigy or Bomba Estéreo, among many others, have passed through the stages of Alrumbo. An amalgam of styles that transits between reggae sounds, rock, hip-hop, electronic music and even more pop flamenco.
This heterogeneity is represented by a graphic system that plays with the bands, dividing the poster into zones and combining the colors two by two. For typography, we chose a forceful grotesque, very readable but with a great personality.
In pieces where the graphic is applied in a single color, the sound waves becomes more evident, above the landscape. This shift of the visual code towards abstraction achieves a motive that facilitates the implementation of the signage system or the application in pieces such as merchandising.
From the color gamut, which is applied throughout the spectrum on the main poster, a code is created that is used to assign colors to specific areas, settings or accreditations.
The stages were the largest and most present communication support during the festival. We assigned a graphic theme to each one: nature, dunes and sea, so that each one had their own personality and were identifiable from a great distance.
The graphic system becomes a skin that wraps walls, signs and even the packaging of a promotional product.
