Voskhod Agency create a ‘layered’ branding for the Ural Music Night

Russian creative agency Voskhod have created a ‘layered’ branding for one of the country’s biggest events that takes place in Ural Mountains, the Ural Music Night.

One night, 2,000 musicians, 100 stages, 50 music genres. And only one identity, suitable for any venue from the Opera theatre to a fancy bar.

The festival’s transforming identity changes its character depending on the musical genre. It is based on an image of a street ad poster – where different posters overlap each other and artists, events and genres hurry to change one another.

Every festival’s ad poster seems to be assembled from pieces of different posters, and paper contours remind us of the easily recognised silhouettes of the Ural Mountains.

Layers of the posters are informative as well: the main upper layer is about the festival, the middle one is about the particular stages, the lower layer tells about the musicians and schedules.

Every venue can create unique ad posters, leaflets and souvenirs on their own using ready-made patterns, thus corresponding to the original style of the festival.

Credits:

Client: Ural Music Night
Head of Marketing: Natalya Shmelkova
Agency: Voskhod
Creative Director: Andrey Gubaydullin
Design Director: Vladislav Derevyannikh
Art Director: Kirill Ratman
Designers: Aleksey Klimov, Maxim Geychenko
Sound Design: Misha Kokorin