VILLA ADA FESTIVAL 2025 - VISUAL IDENTITY
As part of the Visual and Innovation Design masters course at Rome University of Fine Arts, we had to redesign the visual identity for the 2025 edition of Villa Ada Festival. The project includes the design of a 360 degree dynamic identify for the festival, including the development of graphic design, photography and marketing materials.
Villa Ada Festival is an annual event held in the beautiful park Villa Ada Savoia located in the northern part of Rome. The festival features over 50 concerts showcasing a diverse lineup of national and international artists across two dynamic stages each year.
IDEA & CONCEPT
The concept for the 2025 visual identity was "Secret Garden", which embodies a nocturnal celebration intertwined with nature, portraying a connection between people and their surroundings through intricate illustrations and natural shapes, promising an immersive festival experience.
BIG BANG & DESIGN
The design phase began with translating our concept into a visual language by selecting specific colors, shapes, and fonts, and determining how they would be combined. These elements were carefully chosen to reflect the "Secret Garden" concept, ensuring they matched our keywords: nature, celebration, vibrant and night.
LOGO DESIGN
The logo was designed to align with our concept, featuring organic shapes that resemble lines, tendrils of secret garden plants or flowers intertwining. The logo was integrated into the pattern system, creating the appearance of vines growing together to form a harmonious design.
ADVERTISEMENT PHOTOGRAPHY
As a joint project with the Advertising Photography course, we developed all the photographic materials for our project. This involved planning the final photographic style, including the entire photoshoot—figuring out the concept, camera angles, lighting, colors, and selecting models. We also handled their complete look, from styling and makeup to posing. After the photoshoot, we performed retouching, color corrections, and photo manipulation to achieve the final style.
To see the entire photography process, check the PDF below:
POSTER DESIGN
For the poster design, we first created layouts for both the vertical and horizontal versions to ensure consistent placement of the main elements, such as the main subject, the logo, headline, and details.
SOCIAL MEDIA DESIGN
EXECUTION
FULL PROJECT OVERVIEW
Dive into the complete project presentation, covering every phase of our work on the Villa Ada Festival. This section explores every aspect of the initiative, from the initial research and idea generation to the development of the concept, the "Big Bang" moment, and the design process. It also details the final execution, offering a comprehensive look at how we reimagined the visual identity for the 2025 edition of the festival.