Client

In 2008, The Quart Festival in Kristiansand abruptly came to an end. It was one of the largest festivals in Norway at the time, and the vacuum created an opportunity to relocate and use some of the already booked and touring acts that already had their path through Northern Europe.

Oslo Live was created, with the aim to hold a small but diverse music experience in the middle of the urban environment. A "drop by" event for people in the Norweigan capital, to be enjoyed with the comfort of having your home right around the corner.

Problem

Due to lack of time, the first year(2008) was very limited in visual concepts. It all happened over the corse of a weekend, and did not leave a lot of room for creative development.

But the second year around there was a lot more time to thoroughly experiment and create an identity for such a diverse and massive event. It needed to work on multiple platforms and communicate to various target audiences.

Solution

In 2009, the Oslo Live identity focused on making a direct photo-based variation of designs. We wanted to distance ourselves from vector illustrations to give freedom to expression, authenticity, and realism.

We got access to animals from zoological museum which we used as the basis for various days during the festival. The unique animals we selected match the essence of each music genre. They also reflect the diversity of the music of the festival acts. We developed a system built on Music Genes / Colors / Animals & Accessories that provided an expression of the musical styles represented on each of the festival days.

The main animal that was used to create the identity of the festival was a tiger. It´s origin can be traced back to the nickname "Tigerstaden". This is a nickname for Oslo originally used to describe the city as a dangerous and ruthless place for humans (coined by Bjørnstjerne Bjørnson). The letter "L" in Oslo and the letter "L" in Live represented the architecture of Oslo City Hall which was located right beside the festival.

Agency

Sigarett Design

Client

Oslo Live Festival

Roles

- Art & Creative Direction w/ Kaare Saatvedt
- Graphic Design
- Illustration
- Videography/Edit
- Web Design by Kaare Saatvedt
- CMS by Eivind Figenschau Skjellum

Outcome

Identity, Digital & Print.

Year

2009