Francos de Montréal
Description
Set in downtown Montreal, the Francos is a celebration of French music and culture. To capture the vibe of the festival, we designed a visual identity and experiential system capable of forging an emotional connection with the public that goes beyond annual campaigns.
We used the name as a foundation. Each letter was drawn in a colour inspired by the spring season, using contrast to create a unique logotype that communicates the festival’s lively spirit. The system comes to life on the festival grounds, injecting the urban concrete landscape with vibrant tones and bold shapes. Oversized letters were arranged in a striking way throughout the site, and installations played with buildings’ features to enhance the event’s street aesthetic. Day and night, the interplay of colour, light and scale energized the space. This approach creates a perennial experiential signature for the festival reducing costs and materials that need to be reprinted.
