Client: Elétrico
Agency: Legendary People + Ideas as Creative Director role
Year: 2018
Project: Brand creation and festival identity (branding, design system, social media, on-site activations, merchandise, campaign roll-out)
My role: Creative Director — responsible for brand strategy, concept development, visual identity, art direction, team leadership, and hands-on execution across identity, campaign assets, and across all touchpoints
Brief
Create the identity of a new electronic music festival designed to place Porto on the European festival map.
The brand needed to express a city in transformation — more open, more awake, and culturally confident — while feeling modern, premium, and deeply rooted in place.
Big Question
How do you turn an electronic music festival into a cultural statement — unmistakably Porto, visually premium, and free from electronic-music clichés?
Solution
The creation of Elétrico — a name and identity built around energy, movement, and collective experience.
The visual system translates sound into form, immersing audiences in the same electric state of mind the festival set out to create.
Location became part of the idea. By bringing the festival to Porto’s east side and placing it inside a natural park, Elétrico fused electronic beats with nature, daylight, and openness — reframing the festival as a cultural gathering, not just a music event.
The result was a brand that felt modern, youthful, and deeply connected to place, where music, environment, and community operated as one system.
Impact
→ Positioned Porto within the European festival circuit through a distinctive new cultural event, attracting a young, international audience to a previously underrepresented area of the city.
→ Built a strong, ownable brand system — applied across OOH, social, stage design, merch, and on-site experience.
→ Welcomed nearly 7,000 spectators to Parque da Pasteleira — a strong foundation for a new city-park festival.
the insight
People don’t remember lineups — they remember the feeling of belonging to something bigger.
The moment strangers become one crowd
Brand signature
From
Equalizer
to Icon
From
Equalizer
to Icon
Born from an equalizer, the identity transforms the word elétrico into pure rhythm.
Not just a logo, but a sound you can see — alive, bold, and always in motion, designed to adapt across every touchpoint of the festival experience.
Born from an equalizer, the identity transforms the word elétrico into pure rhythm.
Not just a logo, but a sound you can see — alive, bold, and always in motion, designed to adapt across every touchpoint of the festival experience.
Born from an equalizer, the identity transforms the word elétrico into pure rhythm.
Not just a logo, but a sound you can see — alive, bold, and always in motion, designed to adapt across every touchpoint of the festival experience.
This video includes sound. Unmute for audio.
This video includes sound. Unmute for audio.
This video includes sound. Unmute for audio.
This video includes sound. Unmute for audio.
A POSTER
ROOTED IN THE
PLACE IT LIVES
A POSTER
ROOTED IN THE
PLACE IT LIVES
Inspired by Parque da Pasteleira — the festival’s home — the design celebrates its most iconic element: the tree.
Its form was reinterpreted through the equalizer language of the identity, merging natural growth with electronic rhythm.
By blending place and abstraction, the poster didn’t just promote the festival — it visually embedded Elétrico into its own landscape.
Inspired by Parque da Pasteleira — the festival’s home — the design celebrates its most iconic element: the tree.
Its form was reinterpreted through the equalizer language of the identity, merging natural growth with electronic rhythm.
By blending place and abstraction, the poster didn’t just promote the festival — it visually embedded Elétrico into its own landscape.
Inspired by Parque da Pasteleira — the festival’s home — the design celebrates its most iconic element: the tree.
Its form was reinterpreted through the equalizer language of the identity, merging natural growth with electronic rhythm.
By blending place and abstraction, the poster didn’t just promote the festival — it visually embedded Elétrico into its own landscape.
This video includes sound. Unmute for audio.
From logo to
living system
From
Logo to
living system
Born from an equalizer, the logo evolved into a modular visual system.
Its vertical bars could stretch, repeat, and recombine — creating endless compositions that translated sound into rhythm and motion.
Across posters, stage graphics, social layouts, and artist reveals, the system delivered instant recognition while remaining flexible.
More than branding, it became a visual language that moved with the festival — responsive, alive, and always in sync with the music.
Born from an equalizer, the logo evolved into a modular visual system.
Its vertical bars could stretch, repeat, and recombine — creating endless compositions that translated sound into rhythm and motion.
Across posters, stage graphics, social layouts, and artist reveals, the system delivered instant recognition while remaining flexible.
More than branding, it became a visual language that moved with the festival — responsive, alive, and always in sync with the music.
Born from an equalizer, the logo evolved into a modular visual system.
Its vertical bars could stretch, repeat, and recombine — creating endless compositions that translated sound into rhythm and motion.
Across posters, stage graphics, social layouts, and artist reveals, the system delivered instant recognition while remaining flexible.
More than branding, it became a visual language that moved with the festival — responsive, alive, and always in sync with the music.
This video includes sound. Unmute for audio.
This video includes sound. Unmute for audio.
From teasing
to takeover:
a brand alive
on social
From teasing
to takeover:
a brand alive
on social
From teasing
to takeover:
a brand alive
on social
From early teasers to artist reveals, the modular identity allowed endless variation while staying unmistakably consistent. Every post followed the same rhythm — music meeting design, nature meeting culture.
Elements of Parque da Pasteleira were brought into the digital space — trees, skies, textures, and surreal compositions — making the festival’s location part of the narrative long before the gates opened.
The result was a social presence that went beyond promotion, turning the feed into an experience of its own: fresh, eclectic, and undeniably Elétrico.
From early teasers to artist reveals, the modular identity allowed endless variation while staying unmistakably consistent.
Every post followed the same rhythm — music meeting design, nature meeting culture.
Elements of Parque da Pasteleira were brought into the digital space — trees, skies, textures, and surreal compositions — making the festival’s location part of the narrative long before the gates opened.
The result was a social presence that went beyond promotion, turning the feed into an experience of its own: fresh, eclectic, and undeniably Elétrico.
From early teasers to artist reveals, the modular identity allowed endless variation while staying unmistakably consistent. Every post followed the same rhythm — music meeting design, nature meeting culture.
Elements of Parque da Pasteleira were brought into the digital space — trees, skies, textures, and surreal compositions — making the festival’s location part of the narrative long before the gates opened.
The result was a social presence that went beyond promotion, turning the feed into an experience of its own: fresh, eclectic, and undeniably Elétrico.
This video includes sound. Unmute for audio.
A brand built to move — just like the culture around it.
The
Impact
+7,000
spectators in the first edition
A strong debut that set the tone for future growth and confirmed the appetite for a city-park electronic music festival in Porto.
One
cohesive and strong modular brand system
From posters to stage signage, social media to merch, the equalizer-inspired identity created a single, recognizable visual language — flexible, scalable, and unmistakably Elétrico.
More than a festival look, it established a cultural brand.
Put Porto
on the European festival map
Elétrico stood out as a distinctive cultural event, attracting a young, international audience and reinforcing Porto’s reputation as a city open to creativity, culture, and new experiences.
Client: Elétrico
Agency: Legendary People + Ideas as Creative Director role
Year: 2018
Client: Elétrico
Agency: Legendary People + Ideas as Creative Director role
Year: 2018
Client: Elétrico
Agency: Legendary People + Ideas as Creative Director role
Year: 2018
Project: Brand creation and festival identity (branding, design system, social media, on-site activations, merchandise, campaign roll-out)
My role: Creative Director — responsible for brand strategy, concept development, visual identity, art direction, team leadership, and hands-on execution across identity, campaign assets, and across all touchpoints
Project: Brand creation and festival identity (branding, design system, social media, on-site activations, merchandise, campaign roll-out)
My role: Creative Director — responsible for brand strategy, concept development, visual identity, art direction, team leadership, and hands-on execution across identity, campaign assets, and across all touchpoints
Project: Brand creation and festival identity (branding, design system, social media, on-site activations, merchandise, campaign roll-out)
My role: Creative Director — responsible for brand strategy, concept development, visual identity, art direction, team leadership, and hands-on execution across identity, campaign assets, and across all touchpoints
Brief
Create the identity of a new electronic music festival that would put Porto on the European festival map. The festival needed to reflect the city’s evolving spirit — increasingly open to new cultures, new dynamics, and a more awake, modern identity.
Big Question
How do you turn an electronic festival into a cultural statement — grounded in Porto, visually premium and unmistakably unique, without relying on clichés?
Brief
Create the identity of a new electronic music festival designed to place Porto on the European festival map.
The brand needed to express a city in transformation — more open, more awake, and culturally confident — while feeling modern, premium, and deeply rooted in place.
Big Question
How do you turn an electronic music festival into a cultural statement — unmistakably Porto, visually premium, and free from electronic-music clichés?
Brief
Create the identity of a new electronic music festival designed to place Porto on the European festival map.
The brand needed to express a city in transformation — more open, more awake, and culturally confident — while feeling modern, premium, and deeply rooted in place.
Big Question
How do you turn an electronic music festival into a cultural statement — unmistakably Porto, visually premium, and free from electronic-music clichés?
Solution
We created Elétrico — a bold name that captures the energy the festival aimed to spark. The visual identity was designed to immerse audiences in that same electric, vibrant experience.
Beyond music, Elétrico highlighted Porto’s east side by bringing the event to a natural park. The location became part of the concept: combining electronic beats with nature, outdoor activities, and a fresh, irreverent state of mind. The result was a festival brand that felt modern, youthful, and deeply connected to place.
Impact
→ Positioned Porto on the European festival route with a distinctive new cultural event, attracting a young, international audience.
→ Built a strong brand identity that resonated as more than just a music festival.
→ Connected music with nature, giving Eléctrico a unique edge in the market.
→ Created a cohesive brand system applied across OOH, social, stage, merch, and on-site experience.
→ Drew close to 7,000 spectators to Parque da Pasteleira — a strong start for a new city-park festival.
Solution
The creation of Elétrico — a name and identity built around energy, movement, and collective experience.
The visual system translates sound into form, immersing audiences in the same electric state of mind the festival set out to create.
Location became part of the idea. By bringing the festival to Porto’s east side and placing it inside a natural park, Elétrico fused electronic beats with nature, daylight, and openness — reframing the festival as a cultural gathering, not just a music event.
The result was a brand that felt modern, youthful, and deeply connected to place, where music, environment, and community operated as one system.
Impact
→ Positioned Porto within the European festival circuit through a distinctive new cultural event, attracting a young, international audience to a previously underrepresented area of the city.
→ Built a strong, ownable brand system — applied across OOH, social, stage design, merch, and on-site experience.
→ Welcomed nearly 7,000 spectators to Parque da Pasteleira — a strong foundation for a new city-park festival.
Solution
The creation of Elétrico — a name and identity built around energy, movement, and collective experience.
The visual system translates sound into form, immersing audiences in the same electric state of mind the festival set out to create.
Location became part of the idea. By bringing the festival to Porto’s east side and placing it inside a natural park, Elétrico fused electronic beats with nature, daylight, and openness — reframing the festival as a cultural gathering, not just a music event.
The result was a brand that felt modern, youthful, and deeply connected to place, where music, environment, and community operated as one system.
Impact
→ Positioned Porto within the European festival circuit through a distinctive new cultural event, attracting a young, international audience to a previously underrepresented area of the city.
→ Built a strong, ownable brand system — applied across OOH, social, stage design, merch, and on-site experience.
→ Welcomed nearly 7,000 spectators to Parque da Pasteleira — a strong foundation for a new city-park festival.
The
Impact
+7,000
spectators in the first edition
A strong debut that set the tone for future growth and confirmed the appetite for a city-park electronic music festival in Porto.
One
cohesive and strong modular brand system
From posters to stage signage, social media to merch, the equalizer-inspired identity created a single, recognizable visual language — flexible, scalable, and unmistakably Elétrico.
More than a festival look, it established a cultural brand.
Put Porto
on the European festival map
Elétrico stood out as a distinctive cultural event, attracting a young, international audience and reinforcing Porto’s reputation as a city open to creativity, culture, and new experiences.
The Impact
+7,000
spectators in the first edition
A strong debut that set the tone for future growth and confirmed the appetite for a city-park electronic music festival in Porto.
One
cohesive and strong modular brand system
From posters to stage signage, social media to merch, the equalizer-inspired identity created a single, recognizable visual language — flexible, scalable, and unmistakably Elétrico.
More than a festival look, it established a cultural brand.
Put Porto
on the European festival map
Elétrico stood out as a distinctive cultural event, attracting a young, international audience and reinforcing Porto’s reputation as a city open to creativity, culture, and new experiences.
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the insight
People don’t remember lineups — they remember the feeling of belonging to something bigger.
The moment strangers
become one crowd
Brand signature
the insight
People don’t remember lineups — they remember the feeling of belonging to something bigger.
The moment strangers
become one crowd
Brand signature
the insight
People don’t remember lineups — they remember the feeling of belonging to something bigger.
The moment strangers become one crowd
Brand signature
the insight
People don’t remember lineups — they remember the feeling of belonging to something bigger.
The moment strangers become one crowd
Brand signature
A brand built to move — just like the culture around it.
A brand built to move — just like the culture around it.
A brand built to move — just like
the culture around it.
A brand built to move — just like
the culture around it.