Context
During Ferxxo’s concert in Costa Rica, Sedal aimed to connect with younger audiences through an experience aligned with the aesthetic and energy of the event.
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As a regional brand directive, the activation needed to combine Sedal’s look and feel with Ferxxo’s visual universe, while respecting both global brand guidelines and creating a cohesive composition within the concert environment.
Challenge
Create a brand experience within the concert that connected with the audience’s culture while highlighting the product.
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At the same time, the design needed to integrate the visual universes of Sedal and Ferxxo, respecting both global brand guidelines while maintaining coherence within the concert environment.
Solution
To address this challenge, a common visual element was identified: the color green, present both in Ferxxo’s aesthetic and in one of Sedal’s product lines.
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The activation integrated the product into the space, highlighting Sedal’s green product line and using brand variations to create an experience consistent with both visual universes.
Role
Experience design, visual design & creative coordination
Role
Experience design, visual design & creative coordination
Outcome
The activation connected the brand with younger audiences in a culturally relevant environment, combining live interaction with the aesthetic of the concert experience.