LAMA (Local Advertising & Marketing Awards) - the festival of advertising in Belarus. It celebrates the best projects and agencies at the national level and encourages the development of the ad and creative market in Belarus.
Our task was to come up with a name and concept for the festival, to create a logo and an identity for the event.
The English-language description of the festival's direction was gathered in a word that resembles the name of an exotic animal. So the lama character appeared from the acronym and became the visual image of the festival. Lamas are known for their serenity and calmness and their appearance is the embodiment of originality and unconventional ideas. Character and appearance of the animal symbolize cold-bloodedness, patience and creativity which is typical for representatives of the ad industry.
For the corporate style used screaming bright color combinations. This decision conveyed the mood of the festival its flavor and versatility. Lamas are famous for their wool so bright animal hairstyles became a key metaphor of the festival's corporate identity, symbolizing the "haircut" of the festival awards for the year. The first festival season was held under the tagline: "Show yourself!", the communication message of the second festival advertising was: "Come on, LAMA!”