Afrovibes Foundation
Establishing a new purpose
Location: Amsterdam
Brief
The Afrovibes festival is an established Performing Arts Festival in the Netherlands, bringing contemporary performing arts from the African continent and its diaspora. After 15 years, it was time to establish the Afrovibes Festival as the key festival in the Netherlands for new and unseen performing arts.
Approach
Having worked closely with Afrovibes in curating pop-up art exhibitions as well as designing the festival graphics for over 8 years, it was time to elevate their position. By adding “Foundation” to the Afrovibes festival brand, it adopted a new purpose, not only of presentation, but also of dialogue and interaction with the growing new generational diaspora in The Netherlands.
New Standard
The new logo and typography incorporated an existing font that bridges the two continents into a new logo form that metaphorically provides an archway for emerging talent to pass through.