INDUSTRIES
Arts & Culture
SERVICES
Art Direction/ Brand Identity/ Motion Graphics
The inaugural Capitalia Music Festival marks the beginning of a new era for musical events in the capital of the Dominican Republic.
Context:
In April 2024, Capitalia Music Festival made history at Santo Domingo’s Estadio Olímpico Félix Sánchez. Featuring icons like Juan Luis Guerra, Sting, Juanes, and Residente in their first-ever joint performance in the Dominican Republic.
Challenge:
We faced the challenge of standing out in a crowded market where many festivals are held in the outskirts and cater to mainstream tastes. Our goal was to attract a diverse and discerning audience to Santo Domingo, offering an exclusive yet accessible experience. Additionally, we needed to overcome the perception that capital-based festivals lack the same sense of escape and enjoyment as those held outside the city.
Solution:
To address these challenges, we centered our strategy on the concept of turning the volume up, both literally and metaphorically. Our new identity embodied this idea at every touchpoint, with visual solutions expressing sound and amplification across the brand language, featuring dynamic graphics, vibrant colors, and bold typography that conveyed energy and excitement.
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