03 — Live culture
Twenty-five years, one visual code.
The anniversary campaign for Loveland: one system from a sticker to a main stage.
25th anniversary · Sloterpark, Amsterdam
The brief
Loveland turned twenty-five and needed the anniversary to read as one campaign everywhere at once: the festival terrain in Sloterpark, the streets of Amsterdam and a hotel activation. One visual code built to hold at every scale: from a sticker to terrain signalling, from a prototype to printed walls.
Brand habitat.
Flags in the trees over Sloterpark: the code moves outdoors and lives where the festival breathes.
Outdoor campaign · flags & terrain
Twenty-five, in style.
The campaign checks into the Leonardo: signage, merch, point-of-sale and content in one code.
Hotel activation · Leonardo Hotel
New tools, better outputs.
AI prototyping to test merch fast, engineered with our own prompt system.
AI prototyping · merch concepts
Painted where the city can appreciate it.
The 25 sprayed at street level: the code leaves the festival and lands on concrete.
Urban presence · large format
Small enough to travel.
The code shrinks to a sticker jumping from street to screens and keeps its face: same mark, pocket-sized.
Stickers & merch · print production