Comprehensive visual identity and brand architecture for the world’s largest Latin music festival, defining its aesthetic and on-air performance for the 2024-2027 cycle.
(CLIENT)
Mega + Bizarro
(SERVICES)
Branding
Design
Motion Design
Broadcast design
The challenge was monumental: evolving the brand of Latin America's longest-running festival without losing its heritage essence. We had to create a transmedia brand structure that worked both on the massive scale of the Quinta Vergara and across digital platforms. The goal was to align the "tradition" of generations of Chileans with a "vanguard" proposal capable of connecting with global audiences and new generations.
We designed an "Archetypal Alignment" where Viña acts as a creator of stellar experiences. The technical solution was based on transmediality, integrating concepts of light, color, and energy into a high-impact graphic package for television and giant LED screens. We used innovation as a tool to reinterpret the festival's classic iconography, creating a visual narrative where technology and tradition converge to enhance the expressiveness of Latin music.
We consolidated Viña's positioning as "The largest Latin festival in the world." The new visual system achieved global resonance, elevating quality perception to international standards. The identity did more than just dress the event; it became a tool for "national mental health," generating an explosion of serotonin and emotions that reaffirmed the festival as the epicenter of Latin culture and celebration.
8
years working with the festival's branding
3
Seasons of 4 years with different tv networks
