Amsterdam Roots Festival
Amsterdam Roots is a world music festival that celebrates cultural diversity with a program filled with music, circus, performances, food and art.
The festival –which began with its first edition more than thirty years ago– takes place during a few days at various indoor locations and ends with an open air day at the park.
The current visual identity is an evolution of the stencil-based logo and typography that the festival was using in their communication for many years. In order to target new audiences, the contents of the festival evolved towards a more varied and intellectual program. In accordance to this, the new identity kept its urban feeling with a renewed stencil font from which a whole new graphic system was developed. This system allowed the different communication means to be unified, as well as to categorize the different types of content of the festival's programme. The new identity, together with a whole new approach to the concept and photography for campaigns, brought Roots to a new level where the festival is perceived as a fun event for open minded culture lovers.
After the restyle, the concept for the campaigns relied on the idea of exotic visitors, represented by a set of colorful humanized birds as a metaphor of the rich diversity of the music line-up of the festival.