Gripswing is a revolutionary urban culture festival that seamlessly converges music, street art, and fashion, offering a dynamic platform for young individuals to express themselves freely. Its core mission is to dismantle constraints and empower self-expression. The project was dedicated to conceptualising and designing a name, visual identity, and event aesthetic that embody the festival’s core tenets.
Gripswing stands as a testament to the belief that rules exist to be challenged, encouraging attendees to break free from societal confines and embrace unbridled creativity. It champions authenticity as the ultimate source of power, fostering an environment where diversity and individuality are revered. Gripswing transcends geographical, cultural, and generational boundaries, underscoring the unifying strength of ideas and welcoming a global community of forward-thinking individuals.
The festival’s name, Gripswing, is a harmonious amalgamation of “grip” and “swing,” symbolising the relentless struggle against constraints (grip) and the exhilarating liberation of swinging (swing) into uncharted territories, encapsulating rebellion, rhythm, and resilience. The visual concept centres on the juxtaposition of opposing elements, emblematic of the battle between rigidity and freedom, where static, solid forms collide with dynamic, soft ones, mirroring Gripswing’s inherent philosophy. An acid colour palette exudes the vivacity of urban culture, deliberately muted to honour authenticity and the acknowledgment that urban life can be both vibrant and restrained. Typography takes precedence, with sporadic, chaotic typographic elements strewn across various formats, mirroring the festival’s ethos, where individual expression reigns supreme, words wield power, and conformity is defied.
- Agency/Creative: Stacy Saturday Studio
- Article Title: Gripswing Festival Branding
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Europe, Global
- Project Deliverables: Art Direction, Brand Creation, Brand Design, Creative Direction, Design, Graphic Design, Logo Design, Poster Design, Product Naming
- Industry: Entertainment
- Keywords: festival, music, urban, urban culture, event
Art Director & Designer: Stacy Saturday