Selected work · 2024
Live /s Live
More room for music. And for each other.
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BUY TICKETSJUNE 28 / 2024
AN ANTWERP CITY
MUSIC FESTIVAL
NOW!
BUY TICKETS
A festival brand with room to breathe.
A great line-up draws a crowd. But how do you convey everything else that makes a festival special? Together with FKP Scorpio Belgium, we refined the story and identity of Live /s Live for its 2024 edition.
- Client
- FKP Scorpio Belgium
- Project
- Live /s Live 2024
- Our role
- Brand strategy · Art direction · Campaign applications
- Location
- Antwerp
The experience
Live, as it feels
Music, the park and the people coming together: that atmosphere was at the heart of the 2024 story. The website above brings the festival experience and design system together. One of the atmosphere images is from the 2023 edition.
01
From concert to festival experience
After the 2023 edition, the team wanted to tell a story that went beyond who was on stage. Alongside the music, the atmosphere, the sense of togetherness, attention to visitors and the connection to Antwerp all deserved a place. The existing logo, flower, colours and typography became the starting point for a richer brand world.
02
A story to build on
Together with the team, we developed the brand strategy, from mission and positioning to values, audience and tone of voice. At its heart: an Antwerp music festival where people come together to enjoy carefully selected artists. Great music, a relaxed setting, comfort and a local connection became one story, with a clear hierarchy for communication.
03
A design system that grows
A festival campaign is always changing: artists are added and every channel needs a different format. We developed the existing identity into a flexible design system. The flower, colours, typography and dark frames bring artists, imagery and information together. We documented the building blocks in a brand book so the team could translate the campaign consistently across posters, social media and the website.
4700 BOLD
EDITORS
GOSSIP
AN ANTWERP CITY MUSIC FESTIVAL
04
A campaign in motion
From the first posters in October 2023, the campaign grew alongside the line-up. New names and animated formats followed in November. In February 2024, each festival day got its own overview alongside the full weekend. In March, the expanded programme and stages came together. The system remained flexible, even when names changed shortly before publication.
05
The festival to take with you
The world of Live /s Live took shape beyond the campaign too. Together with Monar Antwerp, the festival released a 2024 capsule collection featuring flowing forms inspired by the water at Middenvijver. Live /s Live also collaborated with Antwerp Avenue on phone cases, bringing the festival into everyday life. The shop photos show the earlier 2023 Monar collection, which was still available in the run-up to 2024.
06
Made to live on
From brand strategy to the campaign’s practical building blocks, we worked with FKP Scorpio to make the character of Live /s Live clearer and visible wherever visitors encounter the festival.