Client

2010 was the third go for The Oslo Live Festival, still at an eraly stage of an on growing annual event.

With the great location in the park next to town hall, overviewing the harbor in the center of the capital. The easy accessibility and prime open air experience made it perfect for the pop-up festival, aimed at the urban audience as a melting pot of cultural exchange.

A small and affordable music experinace, in a drop-by set up in the big city. Something for almost anyone.

Problem

Beeing a commercial event, there was a hugh diverse audience to appeal.

Most contemporary music generes were present, but a lot of them crossing boarders and making it hard to just put them in boxes and have a few separate and individual themed days. A good thing that came from expreiance is that most people are multi consumers of culture. So when in groups of friends this leavs room to cross culture experiences, which is one of the most powerfull and important impacts festival audiences can enjoy by finding new favourites.

So instead of dissect and segregate the festival into different generes over a time schedule, it needed one common identity. One that could still speak across all musical and subcultural boarders, and communicate effective on various channels and media platforms.

Solution

We wanted to create a tactile photo-based expression where elements that do not belong together are mixed in a playful, positive, and unaffected manner. The elements were therefore cut and pasted, drawn and painted, before being photographed together. The slightly chaotic visual mix reflects the wild mixture of musical styles and visitors who come to the festival. We drew inspiration from futuristic style art and sci-fi movies like Avatar, too the retro heavy visual profile of music group Major Lazer.

The objective was to present Oslo Live like a party for the people where the best prices are significantly lower than other Norwegian festivals. The result was created through a do-it-yourself mentality that required a lot of research and creativity, adding the primary colour scheme well know and used in low price retail communication.

Agency

Sigarett Design

Client

Oslo Live Festival

Roles

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

Outcome

Identity, Digital & Print.

Year

2010