Imaginary Friend is a quarterly underground electronic music event series that was established in Berlin, 2018. As co-founder and creative director, I developed the visual identity and set the tone of voice that unites the event’s playful total experience.
The challenge was to create an original identity for a new event series that sets it apart from others in Berlin’s highly competitive music industry.
As a solution, I developed a strong brand story that gradually evolves through each event in a system-free way. The only consistent components are: the logo, brand colours, and four animal characters (representing the four founding members) — there are no other fixed guides. Each event is announced along with a new theme, key visual, and giveaway. The four animal characters are drawn in a different style to match each concept, linking to insider jokes and experiences that occur at the music parties. This strategy has established a unique and playful brand manner. It has also built a strong, dedicated community of followers who feel a part of the ongoing narrative and are excited to collect new ephemera and experiences from each event.
The project has been featured on If Only Magazine.
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Nahyun Park is a Berlin-based interdisciplinary graphic designer and visual artist with more than 10 years of global careers. She specialises in detail-oriented visual identity craft based on conceptual and storytelling methodologies. She has directed strategic branding solutions for clients in the commercial and cultural industries by innovating original visual narrative across digital and physical medium. As an artist, she experiments with interactivity through various creative disciplines and hybrid forms.
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