“Ural Music Night”, a new music festival in Ekaterinburg, whose program ranges from classical to avant-garde, asked us to create a playful, versatile visual platform. We wanted to use music as a starting point for the design, and our question was: is it possible to create an identity that can be heard?

The idea was inspired by old Soviet technology that used visual codes for sound synthesis:

We re-created this technology in a modern way: any medium can be heard with the festival app ‘MusicNight’. The app captured special marks and converted everything between them into sounds.

We coded music fragments and voice messages into images and created the first visual identity that can be played and heard.

Each medium had a different sound according to the music style of every festival stage, from classical to avant-garde.

The central piece of the campaign was a series of audible street art. Using the same technique, we added graphic elements to the native sounds of cracked walls, twisted wires, and wooden fences, turning them into music.

Agency: Voskhod For Peace, Ekaterinburg

My role: Idea, Art Direction
My partner in crime: Anton Rozhin
Creative Director: Andrey Gubaydullin
Designers: Yana Akhmetshina, Vladislav Derevyannikh, Dmitry Maslakov

Awards: 2 Cannes Lions Finalist, Eurobest Gold, D&AD Bronze, Golden Drum Grand Prix + 5 Gold + Silver