Ural Music Night is Russia’s big event that takes place in Ural. 1 night, 2,000 musicians, 50 music genres. And only one identity, suitable for any venue from the Opera theatre to a fancy bar.

Anyone can visit and perform at the festival, as taking part in it is free. The organizers create every ad poster on their own using the pattern. It was crucial to create a brand style that would later start living its own independent life.

The dynamic image of hastily torn posters is understandable for anybody who is trying to follow music events. The contours of the ad poster pieces create the recognizable silhouette of the Ural Mountains. This is a reminder of the place where the project takes place and of the fact that the festival is informal.

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.

Layers of the posters are informative as well: the main upper layer is about the festival, the middle one is about the stages, the lower layer tells about the musicians and schedules.

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

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

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