"White Square" is an international festival of marketing and advertising. The festival was held for the 8th time in 2016.
The task was to create the concept of the festival. It was necessary to convey the philosophy of the event without changing the logo.
Identity is built on the image of the classic computer game "The Snake". The Snake symbolizes continuous growth and development: professionally, in the business environment and the industry as a whole.
The white square is the target for the snake moving on the black background. The white square "illuminates" the most important thing and focuses attention on the target or object.
Variation of identity is achieved by the bizarre shapes and sizes of the snake hunting for the square. There aren't borders for it so it can flow from object to object using any black surfaces.
The taglines of the Festival 2016 are composite English verbs with the preposition "UP" (growth, movement up): Level Up, Look Up, Hook Up, Bet UP, Catch Up, Step Up, Sign Up. This create adaptability for different carriers and activations. All of them are complemented by animated graphics on the festival website.
The project has won several international festivals: KMFR, IDEA, WHITE SQUARE.