The concept for the identity was based on the fact that although the art and music at the festival often was produced by cold hard machines and computers, it always represented raw human traits and emaotions. So the style show this clash. 
A background of techincal schematics are carriers of simple strong illustrations representing the organic human rawness the music represents.
The campaign was kicked of with a line of teaser flyers. No dates or line-ups. Just raising awareness for the festival 
For the campaign a whole host of items were designed. Everything from posters, flyers and booklets to t-shirts, stickers and banners.

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