Ural Music Night is Russia’s greatest music event that takes place in the heart of the Ural region. 1 night, 200,000 visitors, 2,000 musicians, 100 stages, 50 music genres. And only one identity, suitable for any stage from the Opera theatre to a fancy bar and for an artist of any genre from folk to new wave.

The festival’s transforming identity changes its character depending on the musical genre. It's based on an image of a street ad poster – where different posters overlap each other and artists, events and genres hurry to change one another.

Every festival's ad poster seems to be assembled from pieces of different posters, and paper contours remind us of the easily recognized silhouettes of the Ural Mountains.

Layers tell about the stages, the musicians and schedules in the original style of the festival.

Identity adapts to the tastes of the audience and genre of artists. Layers of the posters are informative as well: the main upper layer is about the festival, the middle one is about the particular stages, the lower layer tells about the musicians and schedules.

Every stage can create unique ad posters, leaflets and souvenirs on their own using ready-made patterns, thus corresponding to the original style of the festival.

In 2018 the festival grew by a record number of visitors - plus 30K guests.

100 stages were branded with unique ad posters. Performance programs, leaflets, souvenirs (T-shirts and mugs) were designed and printed for a few thousand guests. Every stage customized their pattern and did it great. The ready materials corresponded to the goal – they were bright, original, informal and readable.