Brave! Factory is a Ukrainian festival of electronic music and arts that takes place annually at an abandoned factory. The unique line-up unites musicians, artists and music lovers from all over the world. Nonetheless, a new brand design was developed in order to reach a larger and more diverse audience. The aim was to lift the festival out of its niche existence, yet remain relatable to old friends. The core idea for the new branding was born from the fact that the festival transforms the abandoned factory for two days and nights into one pumping organism driven by engaging beats and thus makes it come tangibly and truly back to life. Therefore, some common factory objects such as old machine parts, cement mixers and cable drums were turned into unique animated characters. They represented the festival visitors who animate the abandoned factory with their presence and become its integral parts themselves. This approach allowed the brand design to be applied flexibly on the posters and across all other media, leading to a substantially higher number of online followers and festival visitors.
Statement by the Jury
The brand design of the Brave! Factory Festival in Kyiv fascinates with an approach that turned the venue itself into an attraction by making old scrap and machine parts come truly to life. This idea is highly powerful and attractive in its versatile media applicability, and in terms of aesthetics, moreover, also projects a very consistent image for the festival.