Rock al Parque has gained a reputation as the largest non-profit, open-air rock festival in Colombia and the most significant in Latin America since its conception in 1995.

They have drawn hundreds of thousands of crowds during all these years; iconic musical legends such as Behemoth, Vader and Apocalyptica have taken the stage to the entrance unleashing fiery cheers and applause.

The festival has continued to expand in popularity, hosting multiple national and international artists to support indie rock and introduce new talents.

Context

The 25th anniversary of Latin America's largest free rock festival, hosted in Bogota, marks a significant milestone. As with each passing year, this celebrated event demands an iconic image that captures the essence and spirit of the festival.

Design process

1. The main character the gorilla represents the pride, the strength and power of rock 'n roll and his dominant pose holding a microphone clarifies the music, the loudness and vibrance.
2. I created a mood board where I could have a better look of what would be representing in terms of colour, composition, and general aesthetics.

Mood board

This poster was an homage to the visual imagery in the Sci-Fi horror genre based on the Strident Pride concept mixed with the shredded sounds of rock and roll throughout the twenty-five years of editions of the Greatest Latin American Rock Festival.

1. Once I created the mood board, I always try to put on paper little thumbnails that represent the concept, as possible the general idea.
2. Then I choose one of them and start to work on it defining composition, point of interest, contrast, hierarchy and legibility.

1. Once I created the mood board, I always try to put on paper little thumbnails that represent the concept, as possible the general idea.
2. Then I choose one of them and start to work on it defining composition, point of interest, contrast, hierarchy and legibility.
3. 
   

Solution

In crafting the design concept, our creative team envisioned a piece that left a lasting impression and engaged the audience in a meaningful way, befitting the significance of the festival's 25th anniversary.

The promotional poster served as the focal point, complemented by various promotional materials co-created with the design team. These encompassed innovative elements such as a stereoscopic 3D view application of the poster and traditional promotional items like flyers, t-shirts, caps, and stage banners.

Extending the reach further, we tailored promotional materials for public transport stations and introduced an inflatable 8-meter gorilla for dynamic brand activation.

Additionally, the festival grounds were adorned with comprehensive general signage, creating a cohesive visual identity throughout the event.