Project diary: machine dreams

Kjell Ekhorn

The Only Connect Festival of Sound is an annual celebration of contemporary music that made its debut in Oslo last year. We were asked by promoter nyMusikk to establish the festival’s identity and promotional material, including posters, a programme and a website. nyMusikk was evidently pleased with what we had done because they asked us to create a whole new corporate identity for them, which was introduced earlier this year. They also asked us to design the materials for the 2013 Only Connect festival, which involved creating an events programme, posters, press ads and an update of the website we’d designed the year before.

One of the problems with this kind of project is the limited time that you have between getting the information you need about the event and the client wanting to send out the first press ads. We knew the festival’s title – Machine Dreams – but we weren’t sure how the title was going to influence the design direction.

Because of the time restraints, nyMusikk gave us the option of simply reusing the design formula we’d created for the 2012 festival, but that didn’t strike us as a terribly rewarding way to approach the project. Financially it would have made sense, but creatively it’s just not the way we do things.

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