Iconoclastic, rule-breaking, multi-disciplinary, bold, radical… These are just a few of the adjectives that define Frinje.
Frinje (Fringe until 2015) is the most groundbreaking theatre festival in Madrid and one of the biggest among the european alternative theatre scene. It is hosted by Matadero Madrid and it's organised by the prestigious Teatro Español.
Every year they collaborate with a different designer to create a new graphic campaign and communicate the values of the festival.
In the 2015 edition they switch the “G” for a “J” to reflect evolution, change and the spanish pronunciation of the original word Fringe.
The concept plays around the multidisciplinarity and the heterogeneity of the festival.
The ambivalence of significance and messages and the rule-breaking character of the festival were key words during the concept generation.
I choose a different typography for every letter of the word Fringe 15 and build a "father" piece with a the “J” made out of simple shapes. This piece was the generic piece for traditional outdoor structural support.
When an outdoor structural support –or the space– allowed it, the concept was pushed further, reenforcing the word "Frinje", an hidden redundance was added, and we homaged the “multi-space" character of the festival (even a car was used as a spot for a play).
Following the “J”, the rest of the letter of the word "Frinje" was created from very basic shapes.