Root

Students in the Editorial Resources course of the Graphic and Multimedia Design degree participated in a comprehensive learning experience combining creativity, graphic design, and editorial production. The main objective of this activity was the development of a collaborative magazine called Musik, covering all phases of the editorial process, from conceptualization to the final layout.

The goal was to create a typeface full of movement and organic forms. Inspiration came from natural elements such as branches, wind, and waves, as well as human aspects like dance, fluid architecture, and a sense of community. These influences are reflected in the letters’ curved and dynamic shapes.

Cultural events provide opportunities for social outreach and intercultural reflection that contribute to reducing social issues. In this context, film festivals have a significance determined mainly by their sociocultural value and their contribution to the audiovisual industry, meaning their communication must be honest and evolve as needed. Using the Festival Internacional CineMigrante in Buenos Aires, Argentina as a case study, this project explores the influence that the visual identity of a cultural event has on its communication strategies and on the construction of an accurate and memorable corporate image. Based on the iterative, user‑centered process of the design thinking methodology, the project delves into the needs of the target audience to propose a redesign of the visual identity that is versatile, striking, and coherent—one that aligns with the brand’s values and brings out the festival’s cultural capital. With this proposal, it is demonstrated that rebranding a cultural event is a beneficial strategy to ensure the brand’s long‑term relevance and to successfully convey complex messages. Likewise, it is established that visual identity is a communication tool that directly influences the impressions people form of a brand.