Keloke? - Brand creation for a music microfestival in Sabadell

Tired of the massification and overcrowding of macro festivals the client wanted to create a new concept, a new way to experience a festival. They wanted to create a small, intimate festival occurring throughout the month of July, every Sunday of the month the music genre would change. The aim of this would be to get a local audience to engage in new conections, meet local artists and even host some international ones. With no naming or anything really in mind, the project was left very open. The main challenges being how to define and abstract idea with so many different music genres.

The KELOKÉ festival brand and campaign are built on versatility and symbolism. The Helvetica typography was chosen for the logo due to its wide variability and renowned simplicity and elegance, making it ideal for multiple applications. A question mark was incorporated into the logo to transform the name KELOKÉ into an active invitation to the event, using uppercase to emphasize the brand's strength. Two logo versions were designed: "KELOKÉ?" as the full version and "KLK?" as the abbreviated version.

The circle, chosen as the primary vector element, represents union, community, and closeness. For the festival, five variations of this circle were created, one for each of the five Saturdays in July when the event would take place. Each musical genre was represented with a distinct color radiating from a corner, suggesting the expansion of music and community. For example, folk was associated with green, and rock with red.

For the poster and campaign, the five concentric circles were used as waves, each in a different color representing a musical genre. The typography was curved to match the circle's structure. The assigned color palette included: Techno in blue (Pantone 307 C), Indie in pink (Pantone 1895 C), Rock in red (Pantone 7417 C), Jazz in beige/yellow (Pantone 7499 C), and Folk in green (Pantone 139-13 C).