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How do you translate experimental music performances to a communicative festival campaign? Since 1945, Gaudeamus has introduced curious music lovers to the (composed) music of tomorrow: unheard-of combinations of genres, fresh perspectives on concert practice, and radical new inventions in sound and performance—without boundaries or blinders. Being the oldest music festival in the Netherlands, Gaudeamus keeps on investigating what it means to play, perform, listen, experience and be part of contemporary composed music performances.
Every year LMNOP creates a distinct campaign to celebrate the new year’s festival. For the 2025 edition Gaudeamus aimed to communicate about the new edition, while simultaneously capturing the essence of the festival, hoping to speak to new audiences and attract visitors that they previously hadn’t reached. What makes the Gaudeamus music festival special is that it is not just about experimental composed music, but also about the way the music is performed and being experienced.
In order to translate this to the campaign LMNOP created a custom image-system, that emphasises the collectivism of being part of a music ensemble; an act that is both an individual experience and a collective one. Through the central idea that the individual adds to the collective when playing together, a system was created that visualised the dynamic, rhythm and presence of the various voices and instruments that are part of a music performance.
The visual language consisting of cut-out music instruments that are being played is utilised to create new (visual) compositions, creating various iterations that translate easily to different media. The concept was brought to life through motion, where we captured moments that we used as stills for the static media such as posters, advertisement, timetables and flags. To help emphasise the name recognition of the festival we created a dynamic wordmark system that changes the hyphenation of the word, introducing a playful way to introduce the festival to new audiences and building name recognition. The various word marks are used throughout the campaign.
