Echo Festival

An independent festival with a strong lineup and no visual identity to match — inconsistent posters, a logo that didn't survive being printed small, and no system for the founders to reuse year over year without hiring a designer for every asset.

One shape — a single circle, standing in for the stage, the sun, the crowd — became the anchor for a modular poster system that could regenerate itself every year with new colours and lineups, without losing its identity.

• A bold geometric system built to hold up at billboard scale and thumbnail size alike.
• An expressive display typeface for headline acts, paired with a condensed utility face for schedules and fine print.
• A flexible grid so the in-house team could build new posters without us.

We reviewed a decade of festival branding across the industry, mapped which visual clichés had become invisible through overuse, and studied how the target audience actually encounters festival marketing — mostly as a five-second scroll, not a poster wall.

The mark went through six rounds of reduction before landing on the single circle — everything more literal felt dated within a season; the circle reads as timeless and endlessly recombinable.

An oversized display cut for headline names, condensed and set in tight tracking for schedules — deliberately loud where it needs to be, quiet everywhere else.

Black and white carry the base system for legibility at any scale; the signal blue rotates each year as the one variable that signals "new lineup" without touching the logic of the system.

A lightweight ticketing microsite carries the same poster grammar into a three-step purchase flow — lineup, dates, checkout — built to convert on mobile, where 90% of ticket sales happen.

The system resolves into a poster generator, social templates, wayfinding and merch — all built from the same three components, so an in-house team could produce new assets without outside help.

Because this is a concept piece there are no live performance figures to report. These were the criteria the work was judged against instead:

• One shape carrying the identity from billboard to wristband.
• A poster system a non-designer could regenerate each year from three components.
• Legible as a five-second scroll, not just as a printed sheet.