( 01 Case study — Dossier )
( In one line )
A city-wide festival given a campaign its forty venues could print themselves, badly, and still look like one festival.
Client
Ostara Festival, Tallinn
Year
2021
Services
Art direction
Campaign system
Duration
Seven weeks
( Scope )
Art direction
Campaign system
Poster kit
Signage
Venue rollout
( Team )
Partner, art direction
Designer
Producer
( Printed by )
Forty venues on their own machines, from a two-page kit and no design software.
( Elsewhere )
Ostara runs nine days across forty venues, from a national opera house to a bar with a laser printer. Every venue made its own posters, and the festival had never once looked like a single event.
Brand guidelines existed. They ran to forty pages and required a designer, which thirty-six of the venues did not have.
We designed for the worst printer in the festival. One typeface, one ink, a fixed band at the top, and a rule that the only thing a venue fills in is the name and the time.
The kit is two pages. It works in a word processor, and it was tested by handing it to a venue manager and leaving the room.
Pl. 01 Poster kit, venue proof
Pl. 02 Opening night, Hall Two
Pl. 03 Signage test, single ink
Reported by the festival after the first edition run from the kit.
40
Venues printing from the same two-page kit.
1
Ink colour across every printed piece.
+34%
Cross-venue ticket purchases against the previous edition.
2
Pages replacing a forty-page guideline document.
Let's make
something
lasting