LEER / International Reading Festival

Every year, the best books populate the neighborhoods of Plaza Altamira in Caracas. The event is attended by 300K people and several of the most important writers in the Hispanic field.

Challenge

The brand was created with the intent of making the Festival the most massive and festive cultural event of the city, up to the point of summoning all ages and all social classes.

Solution

The current notion about a Reading Festival is that of an elitist activity, aimed at intellectuals and initiates. In that sense, the image of Festival of Reading, can not be simpler, fresh and accessible. Everything is taken to the extreme of transparency and ease of use.

Cultural Code:  The city for all

The same blocks we used as children, make up the word “read”, but in an adult version composed of buildings. This implies that everyone can recognize themselves and feel integrated into what is said.

Under our signature

Brand Strategy

Naming

Logo

Urban applications

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