We redefined the universe of one of the world's most iconic festivals for its landing in Buenos Aires. We took on the conceptual challenge of adapting its global branding, translating its European sophistication into the codes, pulse, and energy of our own urban culture. We designed an elastic graphic ecosystem that spanned from the strategic teaser campaign and the official launch event to the creative direction of the live festival experience.
A comprehensive process where we merged the original identity with local vibrations, making an international brand feel native, authentic, and enduring on the city streets.