Lago Lago
A replenishing identity and campaign
Lago Lago festival paves the way innovatively by combining radiant electronic dance music with a sunglistening beach holiday. To hit the sweet spot where Southern European luxury meets a cutting-edge DJ lineup, we were brought in, as the organizers resident design partner, to make the brand’s identity and campaign stand out for multiple years in a row.
In only four editions, Lago Lago has undergone an astonishing transformation, blowing up in size multiple times and selling out by the third edition already. The festival has gained solid footing and a talked-about reputation among its target community, who are mostly located in the Randstad. Building upon a unique visual language, the festival is able to set trends every year among this high-maintenance and outspoken audience.
The value we added
The strategy — Lago Lago was launched in a saturated and highly competitive festival scene. To capitalize on their original festival-holiday concept, we strategically focused on a steady design backbone that incorporates the festival's most unique selling points. Luxury, leisure, and Mediterranean summer nostalgia are keywords that we reinterpret and retranslate with every new edition of the festival.
The design — An elegant typeface, that oozes Mediterranean ocean voyage forms the center stage of the festival’s identity and campaign. Both as the eye-catching wordmark and as the variable fabric of animated patterns. The mirrored compositions reflect the central position of a lake that sits in the middle of the festival’s terrain, and the way the sounds of people and music bounce off the surface. The colors mimic the patchwork of retro Italian beach towels and parasols.
A festival holiday
Photography: Laura Siliquini, Kirsten van Santen and Niels de Vries
Webdevelopment: Buitengewoon Concept
We work together with Studio Kartel on different projects for many years already and I will gladly continue doing so. Their creative designs are always spot-on and their involvement in every project is amazing. Very professional and skilled.
- Ester Verdegaal
- Head of Marketing of Lago Lago Festival
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