Becuadro is a festival branding project I developed during an Erasmus semester at ESDi in 2022. The project’s goal was to create a complete brand identity and campaign strategy for a new music festival from scratch. This involved everything from devising the festival name and visual identity to designing a launch campaign for the 2023 season. The work culminated in a comprehensive brand manual showcasing the festival’s new identity and how it would come to life across various channels.
Becuadro positions itself not just as a festival, but as a curated music experience rooted in concept. The branding combines a geometric logotype with vibrant, contrasting color fields and rich, atmospheric imagery. The visual campaign “Where Sound Takes Shape” visualizes music as spatial form—using manipulated photographs of instrument interiors to trigger curiosity and immersion. Posters, merchandise, social media designs, and a ticketing system formed the campaign rollout. A full brand manual completed the package, ensuring cohesion across touchpoints. The result: a striking identity that invites audiences into a world where sound becomes space.
The foundation for Becuadro was built on deep cultural and visual exploration. Researching the music festival scene uncovered patterns of sameness—loud branding, big names, little soul. Through visual audits and competitor analysis, gaps in emotional storytelling emerged. Drawing from music theory, the term “Becuadro” (♮) was selected as a symbol of freedom and tonal reset. This conceptual anchor informed the festival’s identity as a space for connection and escape. Brainstorming and design thinking methods helped shape a message that was not about headliners—but about presence and space for sound to unfold.
Designing a festival identity from scratch means balancing vision with flexibility. A strong conceptual anchor—like the ♮ symbol—helps unify creative decisions across mediums. Emotional storytelling and visual research were just as important as formal aesthetics. Crafting a system that scales across formats showed the difference between a one-time campaign and a sustainable identity. And finally: great branding happens when design becomes experience.
The system builds on modularity and color-coded diversity. Each visual layer serves a function: yellow, green, purple, and blue signal different genres and festival zones, forming a vibrant visual language across posters, signage, and passes. The brand uses flexible typography and image crops to maintain rhythm, echoing musical structures. Instrument textures—spirals, strings, chambers—become abstract stage backdrops and ID badges, reinforcing the sensory theme. A branded ticket system, ID cards, and QR-enabled access tools make the design functional beyond aesthetics. This living system grows with the festival, staying open to reinterpretation across future editions.
