ROCK AL PARQUE
25 Years of rebellion
— CLIENT
Instituto Distrital de las Artes Idartes
— ROLE
Art director, illustrator & graphic designer
— DATE
2019
For 25 years, Rock al Parque has been Latin America's largest free rock festival—a cultural institution where 340,000+ fans gather annually to celebrate music and rebellion.
Deliverables:
Festival visual identity, official poster, merchandise, stage graphics, transit graphics and editorial materials.
Software:
Adobe Photoshop, Adobe Illustrator, Clip Studio Paint.
THE CHALLENGE
Rock al Parque was celebrating its 25th anniversary. The identity needed to honour thefestival’s legacy while engaging a new
generation of music fans. It also had to perform consistently across a wide range of physical and digital touchpoints while preserving the festival’s rebellious spirit.
RESEARCH
The creative process drew inspiration from 1960s and 1970s rock posters, underground comics, horror movie artwork and stereoscopic imagery to understand how iconic visual cultures communicate energy and attitude.
CREATIVE STRATEGY
Instead of relying on nostalgia, the visual language reinterpreted classic rock iconography through contemporary illustration. The objective was to create a distinctive identity that respected the festival’s history while feeling current.
INSIGHT
Rock al Parque is remembered because people feel it belongs to them. The anniversary identity therefore celebrated the collective spirit of the festival rather than any single artist or musical genre.
CONCEPT DEVELOPMENT
The gorilla became a metaphor for the power, resilience and untamed energy of rock. Early concepts featuring VR goggles were abandoned because they distracted from the timelesscharacter of the festival.
The final direction portrayed the gorilla as a commanding performer, creating an instantly recognisable symbol.
EXECUTION
Illustration, typography and a stereoscopic 3D effect were refined into a flexible visual system that translated successfully across posters, stage graphics, merchandise, transit advertising, editorial pieces and environmental graphics.
STEREOSCOPIC 3D
Designed as a collectible and interactive piece, this poster extends beyond event promotion by creating a memorable experience that remains with the audience.
IMPACT
The gorilla became the defining symbol of the 25th anniversary campaign.
The identity extended throughout Bogotá via transit advertising, large-scale installations and an 8-metre inflatable activation, giving the celebration a memorable city-wide presence.
RESULTS
1. MEDIA COVERAGE
The identity earned coverage from major Colombian outlets, including El Tiempo, RCN Radio, La República, Radiónica, and Canal Capital, along with official coverage from Idartes and the Bogotá city government.
2. ATTENDANCE
Reached an audience of more than 340,000 people over the three days, making it the most attended edition in the festival's history.
3. WINNER OFFICIAL IMAGE
Official visual identity selected for the festival's 25th anniversary.
4. VARIOUS APPLICATIONS
Implemented across merchandise, editorial assets, transit advertising, environmental graphics and stage applications.
5. EIGHT METER GORILLA
Expanded into an experiential marketing campaign with an 8-metre inflatable installation.
6. PROJECT TIMELINE
Developed the poster over a month and a half, breaking down the festival's theme before choosing the gorilla to represent the scale of the anniversary edition.
