The Design Grand Prix at Cannes International Festival of Creativity 2014 goes to Norwegian design agency Anti, Bergen, for their design campaign for Bergen International Festival, fib.no (Festspillene I Bergen). The design team used music as a starting point for the identity, allowing for playfulness and structure within the established systems and mathematics that music contains. Looking to bridge musical & visual language, Anti Bergen started with what they both had in common: being constructed from a single fundamental element — a note & a pixel.
Using this singular element to build the iconic ‘F’ logo — like a chord constructed of various notes — Anti Bergen established a mathematical system that allows the logo to grow, subdivide and rhythmically repeat like musical units creating a beat or tempo. In addition to traditional festival materials, they wanted to use new ways to create brand awareness that spoke to the identity of the festival, it’s culture, geography and heritage. Examples include: A rain poncho using the brand patterns for rainy Norwegian days, a traditional Norwegian sweater, connecting the brand to traditional knitting patterns, and a digital campaign where people could play and compose, unknowingly engaging the brand on the brand’s music sequencer.
Redesigning a festival brand — whose program ranges from the classical to the Avant Garde — it was important to create a playful, versatile platform, that spoke to different audiences in a unified voice, yet allowed for individuality in content and appearance. The festival had created a new strategic communication plan simultaneously with the launch of the new profile, in which the festival programming and content was being aimed at three specific target audiences, in hopes of reaching two previously untouched audiences. This became an integral aspect of the identity development, which required a strong unified brand, with flexibility to speak to different audiences.
Ticket sales for the festival’s first year with its new identity were the highest they had experienced in the last seven years. The combined strategic communication plan and brand campaign allowed them to reach to two new audiences that often felt alienated by the festival due to it’s previous identity and programming: young adults and young families. The new identity and it’s successful 2013 program gave the festival new exposure internationally and nationally within the press and social media, allowing them to recruit world-famous musicians such as Steve Reich to be a part of the upcoming 2014 festival.
Credits
The Bergen International Festival design campaign was developed at Anti, Bergen, by creative director/senior designer Endre Berentzen, senior designer Robert Dalen, senior designer/art director Eric Amaral Rohter, designer Sindre Holm, designer Fredrik Eive Refsli, working with Norwegian Rain fashion designer T Michael, photographer Fred Jonny and 3D illustrator Elijah A Chote.
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