PRINT | WEB
After many years of the same style, Womex (World Music Expo) was ready for a new look. Because the global largest world-music event is as much a festival as a conference and trade fair, the brand needs to be as serious as beautiful, and convey as much business as fun.
An understated but distinctive, stately yet exuberant, folksy yet modern design direction was chosen. Because the 10 day event takes place in a different city every year, a solution which is easily adaptable to new locations was needed, as the new design needs to work for many years to come, and make Womex instantly recognisable in a market place overcrowded with music festivals. The textile pattern features iconic or prominent elements of local landscape and/or culture. Visual repetition of the all-over pattern also recalls heavily rhythmic global folk and dance music the festival features. (The client specified avoidance of anything related to music, animals, nationalist symbols such as flags, etc.)
Design for Womex 2019 in Tampere, Finland, features city landmarks such as the Näsinneula Observation Tower, Tampere Theatre, alongside iconic Scandinavian imagery such as pine trees and Amanita Muscaria.
pitch: discarded directions