FIFTY LAB MUSIC FESTIVAL

Visual identity and graphic direction for Fifty Lab — the Brussels music showcase festival curated by major international players.

Fifty Lab Music Festival 4th Edition - 2022

THE CHALLENGE

That edition’s focus sets on bridging audiences: reaching Belgium’s youth and wider public while keeping its loyal base of international music professionals engaged.

On the practical side, build a flexible visual identity that worked seamlessly across formats: from large scales prints and posters to media campaigns and on-site visuals in the multilingual city.

WHAT WAS MADE

Brand identity (except logo)
Visual communication assets
OOH
Hands-on prints
On-site & street signage
Social Media templates

MY ROLE

Art Direction & Brand identity
Graphic Design
Design Team Lead
Prepress

THE SOUNDTRACK

BONUS

During an interview with TV channel Bruzz, we had the opportunity to discuss the project, our approach to collaboration, and the ongoing work of the creative collective I am part of.

THE PROCESS

After validating the brand guidelines, we planned the print waves and developed each digital need through a design system approach.

In collaboration with Alexandra Beyer (motion design, photo editing guru, and creative ping-pong), the pre-festival weeks were filled with cutting, scanning, drawing, and digital design.

All visual assets (templates, stickers, canvases, GIFs, and drawings) were designed to be reused during and after the festival, supporting its ongoing communication with the help of Fifty Lab’s interns and communication team.

THE SILVER LINING

A visual universe connecting fun music memories with the spirit of teenage diaries from the late ’90s and early 2000s: hand-drawn lettering, collage, and dynamic imagery.

It created a human link to the adventure that is the festival, inviting the audience to explore Brussels through its five partner venues.
The rebranding marked a new step in Fifty Lab’s evolving visual direction, ensured by Hendrik Wittock.