Client

Festival da Gente

Art, territory, and technology 🐜

Festival da Gente is a cultural event held in Montes Claros, Brazil, that brings music, entertainment, and educational opportunities to underrepresented youth. Formerly known as Arraial das Formigas (Ant’s Town), the festival is deeply rooted in the culture of Northern Minas Gerais — a celebration of how one’s birthplace can shape identity and opportunity.

Large Project Gallery Image #3
Large Project Gallery Image #3
Large Project Gallery Image #3

Concept

The visual identity for Festival da Gente was built around one question: what shapes us? The concept highlights the uniqueness of being from Northern Minas and how this shapes one’s experiences, culture, and future. The visual language draws inspiration from regional aesthetics with a bold, contemporary feel — positioning the festival as a symbol of pride and belonging.

Development

We used local graphic references as a foundation to build a visual system rooted in authenticity and cultural connection. Warm colors, organic shapes, and expressive typography create a language that reflects the energy of the event. More than just aesthetics, the design reinforces a strong sense of place, making the festival both distinctive and memorable in the cultural landscape.

Large Project Gallery Image #4
Large Project Gallery Image #4
Large Project Gallery Image #4