FAZ: O ROTEIRÓ-FESTIVAL
Festival Visual Identity Print / Web Design
Social Media

The FAZ festival is the culmination of my final project/master's thesis. This project seeks to address and overcome the challenges faced by Guimarães (my hometown), a city often overshadowed by its historic center. By extending the city's appeal beyond the central areas and engaging both residents and visitors, the FAZ festival aims to foster cultural interactions and community involvement across various parishes in the municipality.

The name “FAZ”, derived from the Portuguese verb "fazer” (to do), intends to encapsulate the festival's spirit of action, encouraging participants to explore, create, and share. The tagline "o roteiró-festival" highlights the festival's dual nature as both an event and a journey through the diverse selected spots of Guimarães. These spots include parks, chapels, abandoned factories, squares, hills and river beaches (usually only known and visited by locals), and are intended to host a range of activities, from workshops, dinners, performances, concerts, etc.

Central to the festival's visual identity are the shapes, which are created by folding and cutting a paper square. This process aims to emphasize community involvement, suggesting that Guimarães is shaped by collective efforts. Participants will create these shapes during the festival, fostering a sense of ownership and belonging. The festival's color palette is designed to reinforce its inclusive and vibrant atmosphere. The colors connect participants to the event's surroundings and reflect the values of the local community. The selected typefaces have a hand-crafted, cut-out appearance, aligning with the festival's themes of participation and creativity. This approach ensures coherence across all graphic elements, enhancing the overall visual identity.

FAZ's communication strategy is dynamic and adaptable, targeting various audiences. The graphics convey a sense of belonging, meeting, sharing, and celebration. This adaptability allows the festival's communication to be versatile, catering to different contexts and needs, from promotional posters in the city center and transport hubs to diverse online and offline media.

This festival is a platform for developing and sharing new images and stories of Guimarães. By promoting interactions and cultural engagement, it aims to enhance the city's culture, sustain its development, and strengthen its attractiveness. The festival aspires to build new skills, relationships, and social networks, contributing to a more inclusive and representative image of Guimarães. Furthermore, it embodies the principles of design as a tool for interpreting and communicating the essence of a territory. It stands as a testament to the power of community-driven initiatives in transforming perceptions and fostering cultural richness.

Beatriz Oliveira