We were faced with the task of designing a visual identification system for an urban event, which is POZNAŃ CHRISTMAS MARKET, to be held for the first time on the grounds of the Poznań International Fair. The popular Christmas theme was an interesting challenge for us due to the scale of the event, the competition and the desire to stand out from other Christmas events as well as their advertising.

During the design process and consultation with our client we presented many possibilities. Together we decided on a systematic geometric direction. It is based on multiplied pictograms, combining into a repetitive pattern that fills printed materials, advertising and graphics for promoting the event on the web.

The scope of work was to develop a visual identity that would work well with multiple reformatting, associated with intensive advertising activities, the variety of channels and spaces in which the creation will be used. Geometric patterns in different proportions provide numerous possibilities for creation and ensure consistency across marketing communications.

We developed the logotype in different language versions. In the first version of the visual identity, which assumed a variable color palette, we chose a warm color scheme referring to the holiday season. In the creation, the lettering was selected, as well as the pattern, based on geometry, making the action not only consistent with previous assumptions, but also clear and effective in advertising communication.

The main product developed on the basis of the identification was the creation of differentiated, eye-catching advertising posters and animations for the outdoor campaign, in vertical and horizontal formats. The visual identification allowed us to create a system of creations, based on single pictograms and multiplied patterning. The overall design looks interesting and successfully builds recognition of the new brand image of the event. We were also responsible for the branding of the space and directional information on the festival grounds, including the ice rink. The minimalist geometry works perfectly in the urban space.

We also took care of the visual communication strategy in social media.

We equipped the marketing department with useful templates that improve online visibility and allow to conduct consistent advertising activities without the limitations caused by the need to prepare additional graphic designs.

For the purposes of online activities, we created modular patterns, which resulted in a set of coherent compositions based on minimalist pictograms, which were then assembled into an animation.

We animated the pattern and prepared an advertising animation for social media campaigns. We adapted the pattern for presentation in appropriate formats - including square tiles on Instagram, stories, and animated posters vertically or horizontally in HD to present them on large screens.