Positivus izsludinātajā konkursā (par kuru var lasīt šeit) uzmanību piesaistīja festivāla jaunā identitāte. Vispirms jau tas, ka festivālam bija savs izskats arī pirms tam un otrs, ka jaunais izskats ir itin drosmīgs gan no dizaineru puses, gan no klienta. Aplūkojot viņu ‘stila vadlīniju grāmatu’ var lasīt, ka to veidojuši Briselē mītošs kolekktīvs JosWorld. Šis viss salikums mani ieinteresēja un nolēmu iztaujāt abas iesaistītās puses (pārsvarā angliski).

Vispirms par Positivus par sevi: ‘Festivāls ir vieta, kur kopā ar draugiem baudīt labu mūziku, mākslu, kino,  un visu, kas notiek festivālā. Tā ir vieta, kur atpūsties, atslēgties no ikdienas, priecāties, iegūt jaunus draugus, baudīt jūru, sauli, svaigu gaisu un gūt pozitīvas emocijas. Festivāls dāvā pozitīvas emocijas un tas ir pasākums, kuru vērts gaidīt un apmeklēt ik gadu.’

Savukārt JosWorld par sevi saka tā: ‘JosWorld is a Brussels based multidisciplinary creative collective active in the fields of graphic design, artistic projects and curation.
It has a strong emphasis on concept design for a broad range of clients, mostly in the cultural scene.
Besides, JosWorld organizes and develops artistic projects such as installations, performances, VJ-sets, exhibitions, workshops and also takes part in several collaborations with other artists and organizations.
JosWorld has build up an expertise in festival- and event-design by being the communication partner for some major music festivals. Their work contains: concept design, print, web, TV-commercials, field- and stagedesign and all other related eyecandy.’

Atbildēšanā bija iesaistītas abas puses, bet vairāk tomēr Positivus, tādēļ atbildes ir vairāk no viņu skatpunkta.

How did you find each other?
It was kind of fortunate coincidence, we were introduced by each other by a mutual  acquaintance. We met Arno from Josworld when he was in Riga and I think immediately we found ‘common language’.

Why did you decide to change something?
We just wanted to re-fresh our look, as our audience quite liked the previous identity — Positivus-world filled with strange happy and loving creatures against an abstract world-like background. Colours were mostly black and orange with white and red accents. When we received first designs we were very surprised to see that it’s not just re-freshed, but everything is completely different. Not all of us were into it straight away, but most of us loved it from the very beginning – Josworld not just re-designed our identity, but also defined the festival story (and we realized that there is a festival story already) — it’s about the festival’s community and feeling.

What was the brief?
We were asked by JosWorld to describe our festival and the feeling we want to express with the identity and these are the thoughts provided by us:
- friendliness (it’s a place where you can feel safe and there was a very good
commentary after our festival in our website: ‘you can go there even if you
are alone, because it’s clear that anybody standing next to you can become
your best friend in the next 5 minutes’)
- something outside the reality, surrealism, something people prepare
themselves a long time before – like a long journey,
- it’s something like a traveling to moon – if you’ve done it, you know that
you are special!
- high quality in everything
- relaxing, chilling atmosphere
- eclecticism
- superb audience, high quality audience, friendly and interested in everything,
with good taste in music etc.
- the festival is great for everyone, even for kids (and festival loves kids
and families)
- foreign iceland in Latvia

Why did you choose Josworld?
We were fascinated to work with foreign designers who designs and works for big European festivals. We felt that the input form abroad will give really something special to us. Besides, JosWorld has a strong connection with Latvia and Latvian artists and thus more or less feels what they can or cannot do.

What is your connection to Latvia?
JosWorld: A few years ago JosWorld was working on a European Commission movie project in Brussels and it had two Latvians in the team. They invited me to Riga where I got to know the artists from Andrejsala and the FuckForFriendship-crew. Afterwards the whole JosWorld-crew went to Riga to visit them, and we invited these artists to Brussels where we organized ‘Riga Night Brussels’ with them: an exibition of Latvian contemporary art, combined with a party with some of the best Latvian DJ’s and VJ’s. Last summer I got in contact with the organizers of ISSP-Photoschool, so I spent most of the summer in Latvia visiting friends and working for ISSP. And last fall I was in Riga for the opening of their exhibition when my friend introduced me to the people from Positivus.

Why colorful shields?
For this restyling Josworld wanted to abandon this ‘world’ in the traditional sense but still want to keep the worldly feeling and the dynamic atmosphere. They wanted a style that is clean, sleek but still fun and playfull. A look that is dynamic, modulable and surprising and that gives a positive feeling rather than something static or bounded by too many rules or guidelines. Josworld wanted a design that is fun to work with as well as pleasant for the eye. They wanted something with lots of colours, something fresh, something recognizable but abstract. Josworld wanted lots of elements, possibilities, combinations. Something unpredictable. Something positive.

So the concept Josworld came up with was — no fixed logo or outlined look, but a combination of shapes, letters and colours based on shield-like figures. All elements are interchangeable and create playful combinations within a global look and feel. The goal is that the ‘positivus-style’ should be more recognizable than a fixed ‘positivus-logo’. Every adaptation (t-shirt, poster, flyer,…) can look completely different while still breathing the same recognizable Positivus-air. The emphasis is really on the interchangeability of the elements and thus creating an abstract and more mental world. This style uses lots of colours in different combinations against a clean and mostly white background to make the eye-catching effect stronger.

Did Josworld also make the website?
Josworld designed website and outdoor posters as well. Some of the ideas were not realised in the website as it is programmed in Latvia…
The initial idea was to create one giant scrollable ‘world’ — sort of a huge map. A single webpage in which all info is accessible by ‘flying’ from one side of the website to the other. A very dynamic concept, but with several technical challenges. But since there was really not much time for programming and problem solving we had to reduce the concept drastically.
Maybe it was one of our mistakes, that we did not use Josworld’s programmers.

How is it to work when client/designers are in another country?
It was really easy and no problems what so ever! We found Josworld very ‘down to earth’ and easy to communicate. They reasonably kept to the deadlines (which sometimes is hard for our local artists). We met them again in Riga halfway the design process, and had a location visit.

Bildēs Positivus 08 un neliels ieskats procesā (gatavās lietas skatiet Positivus vadlīniju grāmatā, www.positivusfestival.com, pilsētā un pašā festivālā).

Tagi: brief, brussels, festival, festivāls, identitāte, identity, josworld, positivus 2009

Šis raksts ievietots Ceturtdiena, jūnijs 25th, 2009 14:19 kategorijā grafikas dizains, intervija, ārzemes. Jūs variet sekot šī raksta diskusijām RSS 2.0 barotnē. Jūs variet rakstīt komentāru vai atpakaļsekot no savas mājas lapas.