The Dutch techno and house festival Smeerboel makes Utrecht go wild every September, together with a wide range of artists, a crazy fringe program, and dazzling party atmosphere. It attracts around 20.000 visitors, aged between twenty and forty. In English, Smeerboel directly translates to smearing mess. The organisation asked LAVA, where I currently work as graphic & motion designer, for a rebrand that allows for variation in each edition. Together we worked on an identity which would embrace the playfulness of both the event and the audience. The research resulted in a brightly colored design system where the behavior of smeren (‘smearing’) takes center stage.
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