Aviva Festival required an authentic, eco-conscious visual identity to launch an independent music festival organized by students at the Universidad Complutense de Madrid. As Lead Brand Designer, I developed an organic branding system built around natural green and lavender tones, establishing a vibrant connection between emerging music, community, and nature.
- UCM
- 2016
- Madrid, Spain
Aviva Festival
Visual Identity & Branding for Independent Music Festival
- Role: Lead Brand Designer
- Deliverables: Visual Identity System, Logo Design, Event Posters, Festival Tickets, Social Media Templates, Volunteer Recruitment Collateral, Brand Guidelines
- Tools: Illustrator, Photoshop, InDesign
About the project
1. The Challenge for Aviva Festival
Created in 2016 by students at Universidad Complutense de Madrid (UCM), Aviva Festival was conceived as a self-managed, independent music event dedicated to showcasing emerging talent. The primary challenge for Aviva Festival was to build an authentic brand identity that stood out from commercial music events while reflecting its grassroots, collaborative, and eco-friendly roots. The visual presence needed to connect emotionally with a young, creative audience seeking a genuine cultural experience centered on music and nature.
2. Creative Process & Solution
To translate the festival’s independent ethos into a cohesive brand system, I chose an organic aesthetic inspired by natural elements and human connection. The color palette pairs fresh botanical greens with soft lavender shades, evoking vitality, freshness, and earthy authenticity. The logotype and graphic elements were designed to be modular and expressive, balancing a youth-driven, student-led energy with clear visual hierarchy across both physical promotional materials and digital communication channels.
3. Applications & Deliverables
The identity system for Aviva Festival was deployed across a comprehensive set of touchpoints required for a large-scale university event:
- Event Collateral & Signage: Main promotional posters, lineup announcements, stage accreditation badges, and entry tickets.
- Digital & Social Media: Engagement campaigns, volunteer recruitment assets, and promotional templates for social media channels.
- Merchandise & On-site Graphics: Modular branding elements adaptable to festival signage and printed marketing collateral.
4. Impact & Results
The visual identity gave Aviva Festival a distinct and memorable presence within the Madrid university music scene. By grounding the brand in fresh, nature-inspired visual codes, the festival successfully built a strong community identity, engaged student volunteers, and established itself as a welcoming cultural space where independent music and environmental awareness merged seamlessly.