Overview
Popload Festival is one of Brazil’s most influential music festivals, held annually in São Paulo. For the 2019 edition, I was responsible for adapting the festival’s Key Visual, created by artist Marcella Briotto, into a cohesive set of visual materials applied across all brand touchpoints, from digital campaigns to on-site signage.
The challenge
Starting from Briotto’s Key Visual as the creative foundation, the challenge was to maintain the integrity of her illustration style while building a flexible set of materials that could work across very different formats. A social media story and a large-format event banner have almost nothing in common technically, yet both needed to feel unmistakably Popload.
My Role
As the sole designer on the project over a 6-month period, I adapted and extended the Key Visual across 5 categories of deliverables: print, social media, event signage, digital assets, and merchandise. In total, I produced between 50 and 150 individual pieces, managing art direction decisions, production timelines, and file delivery independently.
Deliverables
- Posters and print materials
- Social media content (feed and stories)
- Event signage, banners and totems
- Digital assets, website visuals, email campaigns and display banners
- Merchandise
