A new music festival, Ural Music Night, took place in Ekaterinburg, a large city with a population of 1,5 million people.
The Brief
It was important to create a playful, seamless platform that speaks to different audiences in a unified voice.
How the final design was conceived
We created a first ever audible identity that can be heard using official festival app MusicNight.
The idea was inspired by the old Soviet technology that uses visual codes for sound synthesis.
The app contains festival schedule, captures the special marks and converts everything between them into music.
We coded music fragments and voice messages into images.
Each medium had a different sound, according to the music style of every festival stage: from classics to avant-garde.
Famous city’s celebrities have performed song using real instruments along with smartphones. The music video has quickly spread in social media.
The journalists received the invitations – a brand-new music medium: a printed album of 10 songs of festival headliners.
Audible street-art added some vitality to the most lifeless spots of the city.
We just added graphic elements to their native sound and music happened.
Musical video-games for one player and even for two appeared on the official youtube channel.
Unique voice messages and the musician’s songs were printed on the T-shirts.
Indication of how successful the outcome was in the market
The festival became the most discussed event in the region.
More than 200 000 people visited it.
Some other large Russian cities wanted to join the Music Night festival.