PUKA PARTY

Art Direction & Brand Design. Marketing Comms: Illustration + Motion Graphics | 2024

CONTEXT

Puka Party is a small self-managed event, organised by a collective of artists and advertisers, in which, each summer, they gather a group of friends for a party created around a selection of DJs and visual artists.

For the 2024 edition, the organisers wanted to increase the attendance ratio at the event, as well as improve the branding and communication of the party, for which I entered the equation.

SOLUTION

Sharing the Art Direction horizontally with Rojo Galvín, we developed a project using play and creativity as our guide. We wanted to be excessive and brazen, which meant we couldn't confine ourselves to a single logo or a restricted colour palette.

Similarly, as this branding development was for a party, the visual universe of the Puka Party brand had to be populated by a multitude of motifs and characters animated in stop motion.

APPLICATIONS

With this varied set of resources, we established a social media publication calendar for all the content that should be shared and displayed about the event: from the artist lineup to showcasing the beautiful natural setting where the party would take place.

In addition to all this body of work, by applying the logics of the design process to the other areas of the event's production, great advances were achieved with respect to the previous year's edition.

Attendance increased by 20%, with a lower cancellation rate. This success was due to well-developed branding and clear communication about the party's nature, which set accurate expectations within the target audience.

On the other hand, the development of the creative universe of the event was so broad that, for future editions, a lot of work has already been simplified and advanced: this maximalist line can be continued or reduced to more minimalist developments, depending on the resources (time, money) available... And without losing quality.

PROJECT
CREDITS

STAFF
Art direction Rojo Galvín, Alexis Cruzado
Graphic design & layout Rojo Galvín, Alexis Cruzado
Letterings Rojo Galvín, Falansh, Alexis Cruzado
Stop motion drawings Alexis Cruzado
Video edition Alexis Cruzado
MoGraph Alexis Cruzado
TOOLS
Graphic design & layout Adobe Photoshop | Adobe Illustrator | Adobe Firefly
Letterings Pencil, paper, scanner | Adobe Photoshop
Stop motion drawings Pencil, paper, scanner | Adobe Photoshop | Adobe After Effects
Video edition Adobe Premiere Pro
MoGraph Adobe After Effects
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