Urban Play Festival

For this year's final qualification procedure, I was able to design a fresh and independent identity for a movement festival. I chose the Urban Play Festival in Zurich; an event that brings streetball, street soccer, and street hockey into the urban space and invites people to join in. The challenge and my central goals were clearly defined: I wanted to create a brand identity that deliberately stood out from the typical street art style, appealed to a broad audience, and at the same time captured the unique spirit of Zurich. From the analysis to the final design concept, the "Dynamic Swoosh" concept emerged as the ideal solution. This concept solves the task through a strategic system: the clear typographic logotype provides the necessary credibility and broad acceptance that such a festival needs. This is complemented by a dynamic shoelace element that symbolises movement and connection as a flexible graphic pattern. This creates an adaptable identity that celebrates the diversity of urban sports culture and invites interaction. The shoelace is our subtle reminder of movement and connection, and at the same time, the playful heart of a design that is modern, inclusive, and simply compelling. Note: All images and logotype were generated using AI with further editing in Blender and Photoshop.