“Spinning Vespers” is a festival aimed at drawing attention to the endangered Uryupinsk goat, reviving local traditions, developing tourism in the region, and bringing back interest in warm, handcrafted goods from local artisans.

The goal of the identity is to tell the story of the festival and create an image that sets it apart from other events in the region, while becoming instantly recognizable to visitors.

Visual concept: the metaphor of a “story shawl”. The shawl is used as a geometric screen-like shape through which the viewer sees the essence of the festival. The shawl folds into figures that reveal key narratives: a spinning wheel, a spool, fluff, thread, a finished product, and people. This visual language explains what the festival is made of.

Color palette:

Beige and dark gray (goat fluff colors) as the base.
Crimson red (referencing the Uryupinsk logo color).
Noble green (inspired by the steppes).
Tone of voice: phrases convey the festival’s essence and are stylized after the local folk dialect (Novgorod type). Both verbal and visual attributes blend tradition with a contemporary interpretation.

Key challenge: avoid a clichéd “Slavic folklore” aesthetic. Instead, create a relevant visual language where tradition feels modern.

System: all modules are arranged within a grid, making it easy to adapt the style across different media — even with rich, detailed graphics. The typography and graphic elements are tightly integrated yet maintain a sense of lightness across applications.