Winning awards is cool, but you know what's cooler? Designing them.
The Tatakua Advertising Festival is organized every year by the Creative Circle of Paraguay and during our Creative Director's tenure as a board member during 2019 we were tasked by the organization of that year’s Festival to develop the new visual identity.
There were two main objectives for the visual language: The first goal was to fix the lack of coherence of the award design through out the years and the second was to create a vibrant and modern new look for the festival, setting the standard for years to come.
Researching the past in order to create the future.
The first task was to create a new design for the trophy. After researching past editions, we decided to distill it to its simplest form, having in consideration not only the visual but also the production aspect, with a design that had a premium look and feel but at the same time was easy to reproduce and very very important, on budget.
The idea came from inside the Creative Circle. Like, literally.
The inspiration for the Festival’s name comes from the tatakua, a popular oven made of clay and wood used to cook delicious local meals. So that was still an important part of our design process plus the simple idea that the Festival also comes from inside the Creative Circle of Paraguay, so that circular shape became the blueprint for the new form.
After several tests, including an actual clay version of the trophy that was discarded because of production complexities and high costs, we ended up using multi layer wood paired with automotive painting to give it a sleek and premium finish.
The new trophy shape became part of the festival's logotype and also played an integral role in every communication material.
For the visual identity we took a minimal approach, playing with bold and modern typography along with other graphic elements to create a dynamic and joyful look and feel.
Don't need words when you move like that 🎶
We mixed 2D and 3D objects to create a vibrant and kinetic motion language, giving the event the modern visuals it deserved with more than 50 videos produced.
World Wide Wow
Using Squarespace as our selected platform we designed a website with all the information regarding the Festival, that was easy to use, giving the team the tools necessary to update with all the news in real time.
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