Huey was asked to completely redefine the festival’s brand identity following 19 years of various brand identities and languages. We approached the question with one solid concept, placing focus on the aim to stimulate all of the audience’s senses. This approach resulted in a consistent and playful brand language that has been presented throughout the whole city of Groningen, The Netherlands.
We helped freshen up the brand’s position by communicating its values through one clear spectrum of visual assets. From illustrations to posters, booklets to tote bags and a website to city board busters, the overall consistency of the brand is easily recognized and visually transforms the city of Groningen throughout the nine day festival.