In May of 2007 Sergio Pigozzi, of the Pulse project, called us to redesign the identity of SSF (Summer Student Festival). Sergio and his festival are well-known because of their ability to discover the best underground musicians, their extreme quality although budgets are always very low. The quality of the festival program was an inverse proportion to the quality of the communication: the name “Summer Student Festival” resulted anonimous and weak, linked to an university dimension. Therefore we choose to work both on the identity and on the promotion, coining a title able to being the new image of the communication and the new name of the festival.
We wanted to communicate to the city of Padue (an extremely chaotic and problematic city) a concept positive and universal, provocative message: je t’aime. To make it musical, more easy to remember, like a sort of summer-catchphrase (as the discographic industry every year does) we wrote the title four times (as the basic structure of pop music made of 4/4 rhythm):
Je t’aime / Je t’aime / Je t’aime / Je t’aime
All the people saw this love message posted on walls (a sort of remake of is usually written with sprays on walls) and became interested in it: an unique, inedit title, different from the names of other events. For the occasion we created a 50×70 poster with on the back the information about the bands (the activity of Pulse is editorial too, they produce so much written material that a right support is needed) and a postcard with the program and general information.