Brand Identity Redesign

Brief
Openair Frauenfeld is at a turning point: from a genre leader in urban music to a happening leader with a new, overarching promise - extreme fun. 

The previous visual language was closely interwoven with the music scene. But the new goal requires a reframing: away from genre communication and towards a world of experience that creates a desire for escapism, surprise and radical community. The challenge: to create a new visual world that both engages the existing scene and electrifies new target groups - without losing clarity, character or identity.

Solution
For the rebranding of Europe's largest hip-hop festival, we not only developed a new design concept together with Superlobby - we also created a visual universe of experience.

Under the leitmotif “Skyline of No Limits”, we created a key art library that stages Openair Frauenfeld as a place where everything seems possible: escalation, community, style and sound. The new face of the festival is loud, larger than life and full of energy - a pink, inflated logo meets concrete monoliths, 3D elements and petard smoke.

The result: a brand world that goes far beyond music and conveys an attitude to life. A radical reframing - from a genre festival to a stage for collective states of emergency. For a festival that doesn't just happen. It happens.