Context.
Abstract Festival takes place as a single-night event on the banks of the Thames, facing Craven Cottage, in an open area where the city slowly fades into the sunset light.
On August 22nd, from 4 PM to midnight, London slows down just enough to reveal a rare moment: a suspended space between river, summer sky, and electronic energy.
An eclectic electronic line-up brings together different scenes, designed for a wide but selective audience looking for a more grounded festival experience.
It is not just another festival — it feels like a temporary shift in the city, where everything aligns for one night only.
Context.
Abstract Festival takes place as a single-night event on the banks of the Thames, facing Craven Cottage, in an open area where the city slowly fades into the sunset light.
On August 22nd, from 4 PM to midnight, London slows down just enough to reveal a rare moment: a suspended space between river, summer sky, and electronic energy.
An eclectic electronic line-up brings together different scenes, designed for a wide but selective audience looking for a more grounded festival experience.
It is not just another festival — it feels like a temporary shift in the city, where everything aligns for one night only.
Approach.
The goal was to build an identity that doesn’t just announce a festival, but suggests a specific moment in the city.
Instead of starting from a visual concept, I started from the place, the light, and the rhythm of the evening. The identity needed to feel like a natural extension of this moment on the Thames riverbanks.
The name Abstract comes from the idea of not limiting the experience to a specific genre or aesthetic, but letting it be defined by what happens on site.
Approach.
The goal was to build an identity that doesn’t just announce a festival, but suggests a specific moment in the city.
Instead of starting from a visual concept, I started from the place, the light, and the rhythm of the evening. The identity needed to feel like a natural extension of this moment on the Thames riverbanks.
The name Abstract comes from the idea of not limiting the experience to a specific genre or aesthetic, but letting it be defined by what happens on site.
Visual systems.
The visual system is inspired by the movement of the Thames and how light changes the landscape throughout the evening.
The logo reflects this flow, with a visual reading connected to the continuity of the site and its changing rhythm.
Gradients and fluid surfaces form the core of the visual language. They translate the transitions of light between day and night and create the atmospheric feeling of the festival.
Typography introduces a more electronic tension into the system, with its breaks and splits suggesting a digital and fragmented reading, in contrast with the fluidity of the rest of the identity.
Visual systems.
The visual system is inspired by the movement of the Thames and how light changes the landscape throughout the evening.
The logo reflects this flow, with a visual reading connected to the continuity of the site and its changing rhythm.
Gradients and fluid surfaces form the core of the visual language. They translate the transitions of light between day and night and create the atmospheric feeling of the festival.
Typography introduces a more electronic tension into the system, with its breaks and splits suggesting a digital and fragmented reading, in contrast with the fluidity of the rest of the identity.
System in use.
The Abstract system exists as a continuous experience, where each touchpoint extends the same feeling of movement, light, and transition.
Before the event, the identity gradually builds presence in the city and digital space, creating anticipation rather than simple communication.
On site, the system partially steps back, allowing the place, music, and light to take the lead, while maintaining a subtle visual consistency in the environment.
After the event, the identity mainly lives on through physical objects and festival elements — especially merchandise and on-site items — which extend the memory of the night.
System in use.
The Abstract system exists as a continuous experience, where each touchpoint extends the same feeling of movement, light, and transition.
Before the event, the identity gradually builds presence in the city and digital space, creating anticipation rather than simple communication.
On site, the system partially steps back, allowing the place, music, and light to take the lead, while maintaining a subtle visual consistency in the environment.
After the event, the identity mainly lives on through physical objects and festival elements — especially merchandise and on-site items — which extend the memory of the night.
Final applications.
Final applications.
Enjoy the line-up
Abstract Festival is more than visuals, it’s a journey. This curated playlist offers a taste of the festival’s sonic world, from deep, immersive grooves to euphoric peaks, guiding listeners through the energy and atmospheres of its line-up before the first beat drops.
