”Snask is like McGyver. Out of the impossible, they build unique, sustainable and unexpected brands.”
Karin Karlsson, Festival manager
The Malmö Festival is Scandinavia’s largest city festival with over 28 years of existence. Its dramatic eight days of culture each year is targeted towards everyone in the whole southern Scandinavia and northern Germany attracting a total of 1.5 million visitors each year. A dated brand had to become rejuvenated, modernised and invigorated for its 25th birthday party.
Snask helped the new festival manager to fulfil her vision of creating a playful yet powerful brand that attracted people from every age, social status and ethnicity. Since the festival is financed by the taxpayers we built the brand on the idea that the festival was a person and a she whose tone of voice and communication was “You might hate me but I will always love you”. Financed by the citizens she had to appeal to everyone but couldn’t expect everyone to love her.
The rejuvenated tone of voice and vision was added to the brand platform with the sole purpose to cement the festival’s position as one of Europe’s most interesting city festivals with an edge in design, art and sustainability. The graphic identity was remade to fit the rejuvenated brand and communication.
Within the first three years the Malmö Festival brand increased public appreciation by 60% according to the city of Malmö’s yearly evaluation. In fact the public appreciation had increased so much that the people were ready to start to pay for the festival. However the festival has always been and will be free.
We worked together to raise the brand awareness and likeability to the extent that it became Sweden’s most written about festival in both the daily and evening press as well as in social media. The graphic profile and communication also got the festival into several of the world’s most respected design books and magazines.