Cruïlla

CRUÏLLA is a music festival that has been filling Barcelona's summer nights for 14 years with its diversity of styles and artists. The project needed an identity that not only reflected its eclectic spirit, but also responded to the technical needs of clear and powerful communication.

Sector: Music; Arts & Culture
Services: Typography; Motion; Visual Identity; Brand Identity; Branding; Art direction; Packaging; Brand Strategy; Verbal identity

CRUÏLLA, whose name in Catalan means ‘crossroads’, is precisely that: a meeting place where musical genres, generations of artists and varied audiences converge. The likes of Pet Shop Boys, Ben Harper, Kylie Minogue, Black Eyed Peas and David Byrne have shone on its stage, and the identity had to live up to that legacy, while looking to the future with freshness and energy.

The creative approach focused on one key element: the design of a unique alphabet. This condensed typography not only brings personality to the brand, but also has an essential technical function: to maximise legibility and allow the artists' names, a key part of the festival's communication, to stand out forcefully in all formats.

The colour yellow became another pillar of the identity. Associated with light and sunshine, it evokes the warmth and energy of summer in Barcelona, becoming a symbol of CRUÏLLA's joyful and vibrant spirit. This tone not only captures the public's attention, but also fills all the communication pieces with life, from the posters to the signage inside the festival.

The result is a visual identity that balances functionality and emotion, a graphic proposal that celebrates the diversity of the festival while amplifying its presence and message. CRUÏLLA is not just a festival, it is a meeting point, and now its image communicates that essence with clarity and strength.

We wanted each poster, banner or digital application to have an immediate visual impact, making the names shine brightly in the vibrant crossover of styles that defines the festival.