What’s out of focus deserves to be seen too.
Visual identity for a series of alternative urban music events in Mallorca that brings together culture, community and social commitment.
The context
PXP was born from a gap in Mallorca’s cultural scene: creating a space for alternative urban music, beyond the usual commercial circuits.
The proposal is a series of travelling events that combine music, cultural identity and solidarity, donating part of their profits to environmental initiatives and natural disaster relief.
The challenge
The challenge was to build an identity that could connect with the urban scene without falling back on its most predictable visual codes.
The brand had to convey energy and personality, but also represent its social side. It wasn’t just about designing the look of a party, but about giving shape to a proposal with its own message.
My contribution
The project began with research into the urban music scene, nightlife in Mallorca and the identities of alternative events.
From there I developed three visual directions, inspired by digital aesthetics, graffiti and blur. I chose the last one because it could connect the music world with PXP’s social purpose through a single idea.
The concept
Blur becomes the backbone of the identity. In urban music, it stands for the voices, artists and realities that are often left out of the most visible spaces.
On the social side, it refers to the causes that stop getting attention once they drop out of the news. One visual device connects both worlds: what we don’t always see, but deserves our attention.
The visual system
01 | Logo
The name (Spanish for “the people, by the people”) sums up the festival’s idea: a scene that sustains itself. The logo is built in lowercase Newake on a 45° grid: the p’s are rounded on the outside and straight on the inside, and the x is enlarged to match their weight.
02 | The x
The x stands for “por” (“by”) in the name. It works as a symbol when space is tight and as a censoring device: it replaces letters, as in “sxld out”, and crosses out or highlights words.
03 | Colour
Orange and black are the main colours, supported by grey, ivory and off-white. The colours are defined in RGB, CMYK and HEX so they stay the same on screen and in print.
04 | Typography
A typeface with character for the brand and a versatile one for communicating. Newake brings the logo’s bold, rounded shapes; Proxima Nova, with eight weights, handles everything from a poster headline to the small print on a ticket.
Newake
Proxima Nova
Design decisions
The X is PXP’s most recognisable element. Designed on a 45° grid, it can turn into a plus sign (+), linking the identity to the idea of making a positive impact.
Blur is applied to type, photography and graphic elements to create depth and movement. More than an aesthetic effect, it’s a way of carrying the brand’s core concept into its applications.
The wordmark, gradients and graphic devices make it possible to build compositions with character, while keeping the identity recognisable across formats and media.
The result
The result is a conceptual visual identity that combines a contemporary aesthetic with a social message.
PXP uses design to give personality to an alternative music proposal and turn its values into a recognisable, expressive and adaptable graphic language.
Stories
The blurred version announces the event; the sharp one reveals it.
What I take away
This project allowed me to develop an identity from its strategic approach through to its final applications.
Above all, I learned the importance of exploring different solutions before choosing a visual direction, and of making sure every graphic decision responds to an idea, not just an aesthetic preference.