For this project, I was tasked with developing the graphic identity for Göteborg Art Sounds 2024—a festival dedicated to experimental, contemporary, and improvised music. The process began with three conceptual visual directions, from which the festival's artistic board selected the proposal that best captured this year’s theme and tone.

The goal was to create an identity that departed from the more rigid, black-and-white aesthetic of previous years. Instead, I aimed for a warmer, more organic feel, utilizing visual elements that evoke movement, space, and the relationship between sound and environment.

Based on the chosen profile, I developed posters, flyers, and social media assets, focusing on communicating the festival’s dynamism and openness. Through soft gradients, fluid shapes, and experimental typography, I created a cohesive brand experience that reflects the character of the music while sparking curiosity in the audience.

As the final stage of the project, I documented the festival on-site through photography and video for social media. The purpose was to capture the atmosphere, the artists, and the audience in the moment—extending the visual identity’s presence throughout the live event.

Client: GAS

Software: Photoshop, Illustrator, InDesign