Brand identity, website, collaterals and communication assets for electronic music festival Xama.
Created by our friends from Gop Tun, Xama is a festival that happens every new year’s week in the Brazilian coast. The first edition of the festival took place at Praia de Algodões, a paradisiac beach in Bahia. “Xama” is a neologism for both a fire flame and to call someone or something. With all these in mind, we designed an identity based on a rounded blurred icon that represents the unique Brazilian sun, but also, a sort of heat produced by the dance floor.
The icon is supported by a mix of two grotesk typographies. Sporting Grotesk for naming and headlines; and Messina Sans for bodies and folios. The colour palette is divided between a central one, made just out of blue, yellow and off-white; and a secondary one made out of neon tones. Images of 1990s beach parties with gradient maps applied were used to illustrate some of the assets.