ChatGPT ha detto: BIG024 – Where Has the Present Gone?

Communication Festival – Genoa
Branding, Art Direction, Typeface Design

BIG024 is the visual identity developed for the 2024 edition of the Big Festival of Communication in Genoa, organized by Urka APS, an association that promotes communication as a tool for social change. Each year, the festival explores a central theme open to multiple perspectives; for this edition, the guiding question was “Where has the present gone?”—an inquiry that invites reflection on the relationship between time, perception, and contemporary reality.

The visual concept stems from the interpretation of time as a fourth dimension, a coordinate that extends space and alters perception. The aim was to represent the present as a point of transition, a continuous flow in which past and future overlap.

The identity of BIG024 is built around a bespoke directional typeface designed to convey movement even in stillness. The slanted strokes and dynamic directions of the font guide the eye in a constant flow, evoking a sense of progression and temporal tension. The color palette and image treatment reinforce this perception, merging references to the digital aesthetics of the past with visions projected into the future.

The result is a bold and distinctive visual system in which typography, imagery, and layout interact coherently to express the essence of the theme: a fragile, elusive present that still has the power to create connections. BIG024 thus becomes more than a festival—it transforms into a meeting point of languages, generations, and perspectives, where communication becomes a shared space for reflection and evolution.